French tomato producers have launched a counter-attack against cheap imports by offering cherry tomatoes at a promotional price of 0.99€ per punnet. The initiative, reported by multiple French agricultural news outlets in May 2026, aims to highlight the quality and affordability of locally grown produce.
The campaign involves growers from major producing regions such as Provence-Alpes-Côte d'Azur and Nouvelle-Aquitaine. They are selling directly to consumers through farmers' markets and select supermarket chains, bypassing middlemen to keep prices low.
According to the French tomato producers' association (AOPn Tomates et Concombres de France), the move is a direct response to a surge in imports from Spain and Morocco, which have undercut local prices. The association states that French tomatoes are grown under strict quality standards, including reduced pesticide use and better working conditions.
Consumers have responded positively, with many praising the taste and freshness of the French tomatoes. The campaign is expected to run through the summer season, with potential expansion to other fruits and vegetables.
