Contadina

What Contadina does

Contadina is a heritage consumer packaged goods (CPG) brand specializing in tomato-based products made from 100% vine-ripened Roma tomatoes. Founded over 100 years ago by three Italian immigrants, the brand is owned and operated by Del Monte Foods Corporation II Inc., a subsidiary of Del Monte Foods, and is legally headquartered in Walnut Creek, California. The product portfolio spans the full set of canned tomato formats — whole peeled, diced, crushed, sauce, puree, and paste — plus a dedicated pizza sauce line (available in both traditional cans and a patented "Pizza Squeeze" squeeze bottle format) and Italian-style bread crumbs, with differentiated variants such as seasoned tomato pastes and San Marzano Style whole tomatoes.

The brand serves two primary customer bases: retail home cooks and families shopping for Italian-American cooking ingredients in US and Canadian supermarkets, and foodservice operators sourcing through a dedicated Del Monte foodservice channel. Underlying technology is food-processing focused rather than digital: vine-ripened Roma tomato sourcing, traditional Italian recipe formulations, and patented packaging (Pizza Squeeze bottle and trademarks for Contadina and Pizza Squeeze). Content marketing — an extensive recipe library, chef partnerships with Laura Vitale and Michael Symon, an Ideas & Tips section, and an active presence on Facebook, Instagram, and Pinterest — drives consumer engagement at the top of the funnel.

Go-to-market is direct-to-consumer in the sense that the brand reaches end users, but distribution is indirect: products move through mainstream retail grocery chains, with pricing set at the retailer level (not publicly disclosed) and a "Where to Buy" store locator directing consumers to nearby points of purchase. The single revenue stream is hardware/CPG sales of canned and packaged tomato products at retail, supplemented by foodservice volume under the Del Monte umbrella. All customer service, legal, privacy, and quality-assurance functions are administered by Del Monte Foods, including a 45-Day Satisfaction Guarantee backed by the parent.

Name

Contadina

Legal name

Del Monte Foods Corporation II Inc.

Website

https://contadina.com

Company type

Private

Founded year

1901

Operating status

Operating

Short description

Contadina is a heritage US tomato-products CPG brand owned by Del Monte Foods, selling vine-ripened Roma tomato canned goods — whole, diced, crushed, paste, sauce, puree, and pizza sauces — plus bread crumbs to home cooks via US and Canadian grocery retailers and a foodservice channel.

Ownership category

akta.pro rank

Product category

Canned Tomato Products

NAICS

Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Food Manufacturing (311)

SIC

Canned, Fruits, Veg, Preserves, Jams & Jellies (2033), Food And Kindred Products (2000)

akta.pro primary industry

Canned & Jarred Fruit & Vegetable Processing (Canning, Bottling) (AFAKAFAH)

akta.pro secondary industry

Purees & Fruit/Vegetable Bases (Aseptic, Frozen, Drum) (AFAKAFAD)

Keywords

• Canned tomato products
• Tomato pasta sauce
• Pizza sauce
• Roma tomato products
• Italian bread crumbs

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Tomato-based Food Products: Contadina generates revenue through the sale of canned and packaged tomato products including whole tomatoes, diced tomatoes, crushed tomatoes, tomato paste, tomato sauce, tomato puree, and pizza sauces. These are consumer packaged goods sold at retail grocery stores across the United States.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Contadina manufactures and sells canned and packaged tomato-based food products made from 100% vine-ripened Roma tomatoes. The product line spans whole peeled, diced, crushed, sauce, paste, puree, and pizza sauce formats, plus Italian-style bread crumbs. Products are distributed to U.S. consumers through retail grocery stores and a foodservice division.

Product overview

Contadina is a food products brand offering a focused portfolio of tomato-based products made from vine-ripened Roma tomatoes. The core product line includes various tomato formats (whole, diced, crushed, pureed, paste) and pizza sauces (both canned and squeeze bottle formats), complemented by Italian-style bread crumbs. Products span the categories of canned tomatoes, tomato sauces, tomato pastes (including seasoned variants with basil, garlic, oregano, and roasted garlic), pizza sauces, and bread crumbs. The offerings are designed for home cooks preparing Italian-American dishes, with emphasis on authentic Italian flavor and convenient formats like the Pizza Squeeze squeeze bottle.

Differentiator

Problem solved

Functional benefit

Products and services

• San Marzano Style Whole Tomatoes Vine-ripened Roma tomatoes in San Marzano style, sold as whole peeled tomatoes for Italian home cooking.
• Diced Tomatoes Pre-diced Roma tomatoes ready for convenient use in sauces, soups, and various dishes.
• Tomato Sauce Classic Italian tomato sauce made with 100% vine-ripened Roma tomatoes, onion, garlic, sweet basil, and oregano.
• Tomato Paste Rich, concentrated tomato paste made from 100% vine-ripened Roma tomatoes, used as a foundation for sauces and dishes. Available in plain and flavored variants including basil/garlic/oregano, pesto, and roasted garlic.
• Crushed Tomatoes Crushed Roma tomatoes providing a textured base for sauces and cooked dishes.
• Whole Peeled Tomatoes Whole peeled Roma tomatoes for Italian cooking applications requiring intact tomatoes.
• Tomato Puree Smooth tomato puree made from 100% vine-ripened Roma tomatoes for soups and sauces.
• Original Pizza Squeeze Pizza Sauce Pizza sauce in a squeeze bottle format made with 100% vine-ripened Roma tomatoes for convenient pizza preparation.
• Tomato Basil Pizza Squeeze Pizza Sauce Sweet tomato basil pizza sauce in squeeze bottle format, Non-GMO with no artificial colors, flavors, or preservatives.
• Pepperoni Pizza Tomato Sauce Pizza sauce with pepperoni already mixed in for pepperoni pizza preparation.
• Canned Pizza Sauce Original canned pizza sauce made with classic Italian recipe ingredients and 100% vine-ripened tomatoes, with no artificial flavors, colors, or preservatives.
• Italian Inspired Bread Crumbs Italian-style bread crumbs for coating and breading dishes like chicken parmesan and meatballs.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Chef Michael SymoncoreStrategic or Co-development PartnerContadina has a recipe partnership with Chef Michael Symon featuring original recipes developed by the celebrity chef. Recipes include Italian Pot Roast, Moroccan Spiced Meatballs, and Roasted Chicken with Tomato Chili Relish. The partnership leverages Chef Symon's culinary expertise to create signature dishes that showcase Contadina products.
• Laura VitalecoreStrategic or Co-development PartnerContadina partners with Laura Vitale, known for her Italian cooking expertise, to create modern interpretations of classic Italian recipes. Laura Vitale has contributed recipes including Turkey Meatballs Cacciatore and Spaghetti with Clams. The partnership emphasizes authentic Italian cooking with a modern twist.
• Chef Michael Symon (Italian Pot Roast)coreStrategic or Co-development PartnerContadina partnered with Chef Michael Symon to develop an Italian Pot Roast recipe specifically designed to showcase Contadina Pizza Sauce and Petite Diced Tomatoes. This recipe is featured as a signature dish on the Contadina recipe collection.
• Del Monte FoodscoreOthersContadina is owned and operated by Del Monte Foods Corporation II Inc. The parent company handles corporate functions including legal, privacy, customer service, and quality control. Del Monte Foods stands behind Contadina products with a 45-Day Satisfaction Guarantee.
• College Inn (Broth Products)minorChannel Partner/ Reseller/ DistributorContadina recipes frequently reference and incorporate College Inn broth products, suggesting a cross-promotional relationship within the Del Monte Foods portfolio or affiliated brands. Multiple recipes call for College Inn Garden Vegetable Broth or Chicken Broth as complementary ingredients.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Mutti: Mutti is an Italian premium tomato processor selling whole peeled, diced, paste, and passata products into the US market, directly competing with Contadina on authentic Italian provenance and tomato quality.
• Cento: Cento Fine Foods offers a broad Italian canned goods portfolio including San Marzano-style whole peeled tomatoes, crushed tomatoes, paste, and pizza sauce — overlapping substantially with Contadina's SKU range in US retail.
• Tuttorosso: Tuttorosso (Red Gold) competes head-to-head with Contadina in canned Italian-style tomatoes and pasta sauces, with overlapping SKUs in diced, crushed, and sauce formats across US grocery.
• Muir Glen: Muir Glen (General Mills) is a direct peer in canned tomato products (whole, diced, crushed, paste, sauce) with an organic/sustainable positioning that overlaps Contadina's natural and Non-GMO product messaging.
• Stanislaus Food Products: Stanislaus is a foodservice-focused tomato processor supplying pizza sauce, crushed tomatoes, and paste to pizzerias and Italian restaurants — directly competing with Contadina's Del Monte Foodservice channel offerings.
• Pomì: Pomì (Conserve Italia) sells Italian tomato products — notably tomato puree in Tetra Pak and canned chopped tomatoes — competing with Contadina's puree and chopped tomato formats with a similarly authentic Italian positioning.
• Rao's: Rao's (owned by Campbell Soup) is a premium Italian sauce brand — particularly tomato/marinara sauces — that competes with Contadina's sauce and pizza sauce SKUs at a higher price tier, pressuring Contadina's premiumization upside.
• Hunt's: Hunt's (owned by Conagra Brands) is a direct competitor in canned and packaged tomato products — whole, diced, crushed, sauce, and paste — sold through the same US retail grocery channel as Contadina.

Broad incumbents

• Del Monte Foods: Del Monte Foods is Contadina's parent company and a broad CPG incumbent offering fruits, vegetables, tomatoes, and broths — overlapping product formats (especially tomatoes) and providing the umbrella under which Contadina operates.
• Conagra Brands: Conagra is a diversified CPG incumbent whose Hunt's brand competes with Contadina in tomatoes, while the broader portfolio (including Healthy Choice, Marie Callender's, etc.) competes for the same retail shelf space and household pantry spend.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Contadina
• Instagraminstagram.com/contadina
• Pinterestpinterest.com/contadinatomatoes
• Xx.com/contadinaph

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Contadina