Così Com'è: Heirloom Tomatoes, from Seed to Label

For more than 25 years, Finagricola — a small cooperative of 24 farms in the fertile Piana del Sele of Campania — has cultivated local produce varieties with care. The cooperative was founded with one mission: to guarantee a pure, traceable Italian product, from seed to label.

On this land in the south of Italy, Così Com'è was born. The name means "as they are," and the tomatoes are carefully sowed, pollinated by bees, hand-harvested at their peak and jarred within only a few hours. The result is pure tomato preserves that taste off-the-vine fresh.

Eataly's chefs in Italy spent months testing more than 40 different tomato products from the shelves to create the perfect spaghetto al pomodoro. Così Com'è was the chosen one. As part of Eataly's spring campaign honoring producers and their craft, we spoke with Elisa Vecchi of Così Com'è about its origins, its land and the future of working in food.

Origins: from farmers to jars

Finagricola has led the fresh vegetable market since the 1990s, first in Italy and then in the European retail market. "We are, first of all, farmers," Vecchi explains, and know-how in growing all kinds of tomatoes is what sets the company apart.

By 2011 the team had seen how small, sweet tomatoes were performing in the fresh market. Preserved tomatoes had always been the same: regular passata, chopped and peeled. So Finagricola put its best fresh varieties in glass jars, launching a new concept — as tasty as fresh tomatoes, but long lasting. The focus is on premium varieties, including Red Datterino, Yellow Datterino and Pizzutello, with a sweet and natural flavor.

Passion for the work

"Working with food offers a unique possibility to connect with the land, with the tradition of a territory and with its identity," says Vecchi. The company is proud to have rediscovered an heirloom, the Yellow Datterino, which is now its iconic product. It did so with modern agriculture, which is more respectful of the environment, and top-of-the-line processing technology, because a fresh product this delicious should be worked without ruining it.

The land: Piana del Sele

Finagricola is in Battipaglia, in Campania, in the area called Piana del Sele, which Vecchi describes as the place where the Mediterranean Diet was born. It is very fertile land close to the sea and protected by the hills, where agriculture has been the main occupation for generations.

The team cares for the small tomatoes from sowing and harvesting to processing, keeping direct control of every step. Traceability is complete, so the company can guarantee an authentic, 100% Italian product.

Skills and stages

The product may seem simple, but it is the end result of several carefully planned steps, and professionals cover every aspect. "It requires care, patience, respect, competence and love to achieve a premium product," Vecchi says, first of all in agriculture.

The future of food

Asked whether she would encourage younger generations to take up food-making, Vecchi answers "Absolutely" and calls it an act of love. Climate change will bring challenges, she notes, and everyone must be prepared and passionate to keep offering amazing products while doing things differently. Younger generations are the key to finding the right approach. "As Italians, we care through food," she adds.