A taste with history

← Swipe through the years →

1885 — 1945

From American dream to Italian craftsmanship

Luigi Vitelli grows up with his brother Francesco in Torre del Greco, a town near Naples. In their twenties, the brothers get on a boat to New York. There, as true Italiani soon homesick for the taste of home. . The brothers are enterprising and from 1885 importing canned goods with peeled tomatoes , straight from southern Italy. A great success!

While Francesco builds a business in the United States, Luigi returns to his native Italy. With his acquired knowledge and experience, he opened a small tomato factory there in 1919, Luigi Vitelli & Sons. Which in no time is running at full capacity and tomatier Luigi sees it bigger. The entire production moves to a state-of-the-art factory in Angri, , where the Vitelli family has quickly become synonymous with quality and Italian passion.

1945 — 1990

Blue cans conquer Belgian hearts and kitchens

WWII has just passed and Luigi's life's work gets a new brand name: inspired by ‘Luigi,’ ‘Vitelli,’ ‘Angri,’ the family business chooses in 1945 to ELVEA. The brand with the blue cans is known as the real Italian tomato. So also in Belgium, where they end up thanks to distributor and transport company L. Ghemar.

The Italian tomato brand ELVEA grows into a fixture in Belgian kitchens. In 1986 Charlier-Brabo Group, the current parent company, took over the torch. The essence remained all along: ELVEA-tomatoes are not just any tomatoes, they guarantee a piece of Italy on your plate.

1990- 2010

The new cook asks, ELVEA listens

In the 90s, we all want to cook healthy, tasty and preferably fast. ELVEA listens to its consumers and launches the Cubetti, diced tomatoes with natural herbs. The first innovation with which ELVEA proves that tradition and creativity can be perfectly combined.

At the turn of the century, a new slogan honored the blue cans: “Your best tomatoes are blue”, everyone knows. For the brand's 125th anniversary, loyal fans are participating en masse in a recipe contest. It will be a unique recipe book starring ELVEA tomatoes.

2014 - 2018

Luigi remains ELVEA's cultural and visual legacy

ELVEA continues to innovate, and how! With the new tomato base Pizza a casa everyone feasts on the tastiest homemade pizzas. The blue canned tomatoes remain the numero uno. And everyone may have known that, with a pop-up boutique in Antwerp.

In 2017, ELVEA unpacks with new labels. Bright colors and realistic photos reinforce the brand new slogan: “A feast from Italy” symbolizes opening a can of Southern fun at the table. Exactly as Luigi Vitelli once intended. His ideas still live on in ELVEA and in our labels. Do you see the hint to our tomatier and the Italian sun?

Chefs like Peppe Giacomazza and Jeroen Meus have been sharing our tomatoes with the general public for some time. In 2018, they will also officially become ELVEA ambassadors.

2019 - 2022

Cook healthy in a second

ELVEA has always been 100% of course. Or cento per cento naturale, as Luigi would say. From 2019, we will also communicate this to our consumers, who like to know what they are eating. Our new product labels guarantee that there are No preservatives, dyes, GMOs or added sugars in it.

While shopping, is there no time to read the fine print? You can see at a glance from the Nutri-Score that you are making a healthy choice. This also applies to our ready-made pasta sauces, , which have been on the shelves since 2021: 100% natural, gluten-free, vegan and with Nutri-Score A. With the A of qualità italiana you are guaranteed to cook healthy in a second.

2025 - Now

Today and tomorrow - Poco è Meglio

In line with the 100% Naturale philosophy we are launching IL PURO, , finely ground and unfiltered tomatoes. Exactly as nature intended. And especially the way Italian cuisine likes it: simple, flavorful and authentic. Because poco è meglio. Or less is more. An Italian slogan that Elvea resonates with so much, that in 2025 we are bringing our labels back to their essence.
And then the unthinkable happens. We launch the First ELVEA product without tomatoes, but with Italian soul: Pesto Verde in a convenient tube, prepared with authentic Parmigiano Reggiano PDO. Of course accompanied by a Pesto Rosso with tomato.

Sun, family, tomatoes ...
Back to the essence

We said it before: ELVEA is not just another tomato brand. Our pomodoro take you back to the essence: dining together and having fun according to Italian tradition, passed down from generation to generation.