Lawsuit Accuses Cento of ‘Tomato Fraud’ Over ‘Certified San Marzano’ Label
Cento Fine Foods, one of the most recognizable Italian food brands in American grocery stores, is facing a proposed class action lawsuit accusing the company of misleading consumers with its “Certified San Marzano” tomato labels.
Filed in federal court in California, the lawsuit alleges Cento falsely markets certain canned tomatoes as authentic San Marzano products despite lacking certification from the Italian consortium that oversees the prized tomato designation. Plaintiffs Mike Andrich and Natalie Gianne claim the company’s branding creates the impression that its tomatoes meet official European Protected Designation of Origin standards, commonly known as DOP or PDO.
The complaint describes San Marzano tomatoes as the “Ferrari or Prada” of canned tomatoes because of their reputation for sweetness, low acidity, fleshy texture, and balanced flavor. Like Champagne or Parmigiano-Reggiano, authentic San Marzano tomatoes are tied to a specific geographic region and production process in Italy.
Why San Marzano Tomatoes Carry So Much Prestige
San Marzano tomatoes have become a near-sacred ingredient in many Italian kitchens and among professional chefs worldwide. Grown in the volcanic soil near Mount Vesuvius in Italy’s Campania region, the elongated plum tomatoes are prized for their thinner skin, fewer seeds, and naturally rich flavor.
The European Union granted the tomatoes protected designation status in the 1990s, meaning only tomatoes grown and processed in a designated area under strict standards can legally carry the official DOP label in Europe. Food experts often compare the certification system to regional protections used for products like Champagne, Prosciutto di Parma, and Parmigiano-Reggiano.
That prestige has also made San Marzano tomatoes vulnerable to imitation and misleading labeling. Food publications and culinary experts have long warned shoppers that many products marketed as “San Marzano” in the United States are not officially certified under the Italian consortium. Consumers are often encouraged to look specifically for DOP markings and consortium seals when shopping for authentic imports.
Plaintiffs Say Cento’s Labels Mislead Consumers
The lawsuit argues Cento’s packaging and marketing language falsely imply the company’s tomatoes carry official consortium certification. Plaintiffs point specifically to the use of terms like “Certified San Marzano” and imagery associated with traditional Italian San Marzano products.
According to court filings, Cento currently relies on certification from Agri-Cert, an independent third-party agency that the company says verifies authenticity and production standards. Cento maintains its tomatoes are grown in the Sarnese Nocerino region of Italy using traditional methods and monitored through a traceability program that allows customers to track where tomatoes were grown.
The plaintiffs, however, argue Agri-Cert does not have authority to grant official DOP certification for San Marzano tomatoes. The lawsuit also references earlier controversies involving Cento’s Italian operations, including a 2010 investigation in Italy that reportedly uncovered mislabeled tomato cans and led to fraud convictions against individuals connected to tomato certification activities.
The case further claims consumers pay premium prices believing they are purchasing officially certified San Marzano tomatoes when, according to the plaintiffs, the products do not meet the standards associated with authentic DOP-certified tomatoes.
Cento Rejects the Allegations as Meritless
Cento has strongly denied wrongdoing and says the lawsuit lacks merit. In statements provided to media outlets, the company said it accurately labels its products and intends to fight the claims aggressively in court.
The company has also pointed to a similar federal lawsuit filed in New York several years ago that was ultimately dismissed. In that case, a judge concluded that a reasonable consumer was unlikely to distinguish between tomatoes certified by the Italian consortium and tomatoes certified through another standards body if both followed similar production methods.
Cento continues to emphasize that its tomatoes are grown in the proper Italian region and processed according to traditional standards. The company says it voluntarily stopped participating in the official consortium years ago over disagreements related to labeling requirements rather than authenticity concerns.
