This year's Italian tomato pack is turning out to be shorter than originally thought. Prices are firming, with a case of talls around 8,500 lire ex-factory for peeled plum and 9,000 lire for chopped. For now retailers are still selling value ranges at a loss and there is no sign of them disappearing. But they give shoppers a false impression. "It's very hard if you're selling a brand with a retail of 36p and the value line comes in at 9p. If you were to make a true comparison, the value line should be about 18p," observed a trader. {{PROVISIONS }}