In just five years, Mutti has doubled its international revenue. Rafael Narvaez, CMO of the iconic Italian tomato brand, shares with Verena Gründel how a family-owned company from Parma became a global player - without losing its soul.

After decades at PepsiCo and Mars, Rafael joined Mutti to lead the company’s international expansion from the marketing side.

“The starting point was actually understanding where we stand with the brand around the world and understanding that there are markets where we are a challenger. Where we are not a market leader. And in order to cut through and be noticed in a challenger market, you need to be bold. You just have to. So, it was really a cultural shift within Mutti.”

One of the bold moves Rafael initiated: The Great Tomato Challenge in the U.S. Instead of simply sampling products, Mutti challenged consumers to taste their tomatoes blind, compared to fresh ones from the grocery store. The results? Tune in!

But boldness also means cultural sensitivity. In Japan, where tomatoes aren’t a staple, Mutti started small, working with one retailer, testing SKUs, and adapting the approach to local consumption habits. “Being global in brand foundations and local in execution is the key,” Rafael explains.

Mutti’s four brand pillars - quality, communication, innovation, and consistency - are applied across all markets. From iconic packaging to premium positioning, everything is designed to reinforce the brand’s identity while adapting to local needs.

5 Facts from the Episode

1. Mutti produced 525,000 tons of tomatoes in 2023 - all harvested in Italy.

2. Mutti is now present in over 100 countries; 60% of its business comes from international markets.

3. Mutti doubled its international growth in just 5 years, from 30 to 60%.

4. New sustainable glass jars reduce CO₂ emissions by 7% - equal to 13,000 car trips between Rome and Milan.

5. Rafael’s top three KPIs: product velocity, brand top-of-mind, and digital engagement.

If you enjoyed the episode, you should definitely also watch Rafael Narvaez’s keynote at the DMEXCO CMO Summit 2025. It’s full of sharp insights, personal stories, and actionable takeaways for international brand leaders: 

https://community.dmexco.com/event/dmexco-2025/planning/UGxhbm5pbmdfMjc0MjEwOQ==

All DMEXCO 2025 sessions are available on demand for free. Simply register at dmexco.com and dive into the full treasure trove of digital marketing content.