ITALMOPA, The Italian Association of Millers, launched an ambitious initiative to promote exports of organic soft wheat and durum wheat flour and semolina to the U.S. and Canada and to raise awareness of their high quality.
The program made its debut at Bakery @ SIAL America, an international tradeshow March 22 – 24 in Las Vegas. ITALMOPA had representatives from three of the group’s largest producers at its booth: Molino Grassi, Molino Casillo and Molino de Vita. During the show, the association hosted a private event at Eataly Las Vegas with culinary creations using organic flours from its members.
Pure Flour from Europe will last three years and include consumer and trade events with product demonstrations led by chefs featuring such well-loved Italian foods as pizza, pasta, pastries and breads. There will also be social media and advertising campaigns and participation in important trade shows targeting the grocery, foodservice and food manufacturing sectors. The initiative will include an educational tour of millers of organic flours and semolina in Italy.
“We see great opportunity in North America to grow exports of organic soft wheat flour and durum semolina from Italy. More than ever before, home cooks and chefs are looking for premium ingredients that are healthy, nutritious and grown without synthetic fertilizers. They also want to respect the environment,” says ITALMOPA President Emilio Ferrari. “Organic flour from our member companies delivers on all these needs and elevates the quality of most any culinary creation.”
