What is Bianco DiNapoli?
Great food starts with simple, honest ingredients. That belief sits at the heart of Bianco DiNapoli Tomatoes, a brand built by people who care deeply about what ends up on your plate.
Founded in 2010 by Rob DiNapoli and Chris Bianco, the company exists to bring the very best tomatoes from the field to your table. Rob's family has worked in the farming and canning industry since 1938, carrying forward decades of know-how. Chris, a James Beard Award-winning chef celebrated for his pizza, has always chased the purest ingredients in his cooking. Together, they created a brand grounded in quality, integrity, and community.
Every tomato is organically grown and harvested at peak ripeness for the freshest, most flavorful result. The brand partners with local California farmers who share its commitment to sustainable agriculture and ethical practices. The canning process stays minimal, preserving natural taste and texture without unnecessary additives.
The product was exceptional. The reputation was strong. But on Amazon, the brand's performance didn't reflect the quality inside the can. A broker was managing the channel and sales were heading in the wrong direction.
The Challenges & The Opportunity
DiNapoli came to CMO with a brand strong enough to win on Amazon. It just needed expert hands at the controls. A broker had been managing the channel and sales were heading in the wrong direction. The brand lacked direct access to its own account, inventory was frequently out of stock, and product distribution was limited.
The Challenges
- 15% year-over-year sales decline under broker management
- Frequent stockouts that interrupted sales momentum and hurt rankings
- Limited product distribution restricting the brand's reach on Amazon
- No direct control, as the broker's account left DiNapoli unable to manage its own presence
The Opportunity
- A trusted, James Beard-backed brand with genuine quality behind every product
- A loyal following among home cooks and food enthusiasts ready to buy
- A clear path to reclaim control by shifting back to DiNapoli's own Seller Central account
- Untapped advertising territory waiting to be captured
- High-quality product detail pages waiting to be optimized for SEO and conversion
Bianco DiNapoli Amazon Results
The DiNapoli engagement delivered measurable results across every dimension: units ordered, conversion rate, and revenue. It stands as one of CMO's strongest channel turnaround success stories, proving what dedicated Amazon expertise can do for a quality brand.
Service Delivered
How CMO Approached the DiNapoli Amazon Turnaround
CMO deployed a comprehensive Amazon management engagement that went far beyond basic listing edits. This was a channel takeover: moving control back in-house, fixing the supply chain, rebuilding the catalog, and scaling through advertising.
Our Approach
The CMO Strategy: A Full Amazon Brand Build
The engagement began with a complete account audit and catalog strategy. CMO identified which product lines had the strongest commercial intent on Amazon and prioritized their launch. Rather than migrating old listings, CMO built each product detail page from scratch, writing keyword-optimized titles, bullet points, and descriptions while designing new main images and lifestyle photography direction.
1. Account Control & Inventory Management
The first move was returning control to where it belonged. CMO shifted management back to DiNapoli's own Amazon Seller Central account, giving the brand full ownership of its catalog. From there, the team integrated proper inventory management to eliminate the stockouts that had been choking sales, keeping top products available and ready to buy.
2. Listing Optimization for SEO & Conversion
With control restored, CMO rebuilt the product detail pages from the ground up. Titles, bullet points, and descriptions were rewritten around high-intent keywords to improve search visibility. Every element was tuned to convert browsers into buyers, lifting both rankings and conversion rate across the catalog.
3. Targeted Advertising Buildout
CMO launched advertising strategies designed to maximize visibility and profitability at the same time. Campaigns targeted high-intent shoppers searching for premium canned tomatoes and related ingredients, capturing demand that had previously gone untouched and driving qualified traffic to the optimized listings.
4. Ongoing Optimization & Growth
After the initial turnaround, CMO shifted to continuous improvement, refining bids, expanding keyword coverage, and tightening listing performance. Within three months, the brand not only closed the 15% sales gap but surpassed its previous year's growth trajectory entirely.
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