Purpose ‐ The research presented in this paper aims at giving a forecasting scenario of the fresh tomato industry in Italy and in Germany, through the analysis of the different drivers which influence the trends of the fresh tomato market. Design/methodology/approach ‐ The Delphi method was applied in order to obtain judgments of different experts regarding the driving forces of the fresh tomato industry in Italy and in Germany. A total of 14 experts of the fresh vegetables market participated in a three-rounds survey; a qualitative analysis of experts' judgments drew to a possible future of the fresh tomato industry. Findings ‐ From the results it is possible to conclude that the service in the offer of the products will mostly influence the trend of the fresh tomato industry; this includes marketing, communication, quality certifications, special packaging (as ready to eat products). Furthermore variety selection and typicality of the product will play, as well, a fundamental role in the market trend of the fresh tomato. Research limitations/implications ‐ The research is based on a small sample of experts, using a qualitative approach. Therefore these findings may strongly depend on the choice of the subjects. Practical implications ‐ The results may offer useful suggestions to managers and practitioners on the most promising strategies for the future. Originality/value ‐ On the methodological side, this study represents a useful contribution to qualitative food research, since the Delphi method approach was rarely used in the past. In addition, it has not been previously used in forecasting a possible scenario in the fresh vegetables industry.