The Tomato Becomes an Icon: Rodolfi’s Rebranding and ZACMI’s Innovation

Rebranding that Speaks to Consumers’ Hearts: A Future Deeply Rooted in Tradition

Rodolfi, a historic name in the tomato industry since its founding in 1896 in Parma, is ready to embark on a new chapter in its history. With a bold rebranding initiative, the company aims to strengthen its ties to both tradition and its local heritage, while embracing a modern and global outlook.

As Fabio Bonvini, Rodolfi’s Technical Director, states, «This transformation is a pivotal moment, designed not only to enhance our products but also to celebrate our history, making us more recognisable and competitive both in Italy and abroad».

At the core of this strategy is a comprehensive overhaul of the company’s image and product portfolio. A significant change is immediately apparent in the new logo, where the name “RODOLFI” – in bold, uppercase letters – stands out as the focal point. This is accompanied by an illustration of a tomato field, symbolising the company’s roots, and the tagline “Pomodoro a Parma”, which reinforces Rodolfi’s strong connection to its birthplace.

Another major innovation is the unification of all retail lines under the single “RODOLFI” brand. This strategic move strengthens the brand’s recognition both domestically and internationally. The refreshed visual identity is complemented by newly designed packaging, featuring a striking red band at the top for a cohesive and eye-catching look. Each product in the range – including passata, pulp, peeled tomatoes, and tomatoes in oil – will be assigned a unique colour code, streamlining consumer choice and enhancing shelf visibility.

ZACMI: A Technological Partner in a 20-Year-Long Partnership

To meet market demands and ensure consistently high-quality products, Rodolfi has relied on ZACMI, a leading innovator in food industry machinery, for over two decades.

At the heart of Rodolfi’s production lines lies ZACMI’s vertical valve volumetric filler, a piece of equipment designed to ensure precision and cleanliness during the filling process, controlling drips and preventing product spillages from the filling nozzles. This technology has been indispensable in the production of Rodolfi’s sauces and rustic tomato passatas, and further testing is underway to adapt it for new products such as spiced sauces, basil pesto, and tomato concentrates.

«ZACMI’s ability to tailor their machines to our specific needs is what makes this collaboration truly exceptional.» adds Bonvini, noting that «The ZACMI filler delivers exceptional performance: with a weight tolerance of just 3-5 grams and features that minimise drips and waste, it enables Rodolfi to maintain rigorous quality standards. Additionally, ZACMI’s ongoing technical support is vital in developing new production solutions, particularly for products that include oil or other ingredients with complex textures».

A Future Full of Challenges and Opportunities

The year 2025 will mark another important milestone for Rodolfi, with the launch of a new flexible packaging line, installed in 2024. This new infrastructure will cater to the company’s expanding product range, including innovative sauces and pestos.

Through its rebranding efforts and with the support of trusted technological partners such as ZACMI, Rodolfi is proving that tradition and innovation can go hand in hand, creating a powerful synergy that looks to the future while remaining firmly rooted in the past.