ja! Tomaten passiert

The product shown is 'ja! Tomaten passiert', a brand of sieved tomatoes (passata) distributed by the German retail giant REWE Group. The 'ja!' brand was introduced in 1982 by REWE as a budget-friendly private label offering high-quality essentials at discount prices. It has since grown into one of Germany's most recognizable and successful store brands, encompassing over 1,000 different products.

While the brand is rooted in Germany, the manufacturing of its tomato products typically occurs in Italy, leveraging the country's renowned agricultural expertise for tomato processing. Specifically, historical data points to production facilities in regions like Apulia or via large Italian agro-industrial partners such as Antonio Petti fu Pasquale S.p.A. The REWE Group ensures that its supply chain complies with EU standards, emphasizing regional sourcing within Europe to maintain quality and sustainability.

The REWE Group, headquartered in Cologne, Germany, operates as a diversified retail and tourism cooperative. It is the second-largest food retailer in Germany and maintains a massive international presence through various banners like BILLA and PENNY. The 'ja!' brand remains a cornerstone of its pricing strategy, effectively competing with traditional discount supermarkets.