Italian Flour Companies Launch Campaign to Promote Premium Organic Flours

ITALMOPA – The Italian Affiliation of Millers – established in 1958 and with greater than 80 flour firms from throughout Italy — has launched an formidable initiative to advertise exports of organic delicate wheat and durum wheat flour and semolina to the U.S. and Canada and to lift consciousness of their prime quality.
The hassle, known as “Pure Flour from Europe: Your Natural and Sustainable Selection!” is co-funded by the European Fee.
This system made its debut this week at Bakery @ SIAL America, a global commerce present March 22 – 24 in Las Vegas. ITALMOPA had representatives from three of the group’s largest producers at its sales space: Molino GrassiMolino Casillo and Molino de Vita. In the course of the present, the affiliation hosted a personal occasion at Eataly Las Vegas with culinary creations utilizing natural flours from its members.
Pure Flour from Europe will final three years and embrace shopper and commerce occasions with product demonstrations led by cooks that includes such well-loved Italian meals as pizza, pasta, pastries and breads. There may even be social media and promoting campaigns and participation in essential commerce exhibits concentrating on the grocery, foodservice and meals manufacturing sectors. The initiative will embrace an academic tour of millers of natural flours and semolina in Italy.
“We see nice alternative in North America to develop exports of natural delicate wheat flour and durum semolina from Italy. Greater than ever earlier than, house cooks and cooks are on the lookout for premium substances which can be wholesome, nutritious and grown with out artificial fertilizers. In addition they wish to respect the setting,” says ITALMOPA President Emilio Ferrari. “Natural flour from our member firms delivers on all these wants and elevates the standard of most any culinary creation.”
The U.S. and Canada are a number of the international locations with the best demand for natural merchandise, in line with ITALMOPA, however statistics on natural flour imports are exhausting to come back by, and are actually seen as comparatively low. The purpose is to extend exports by near 300 % in comparison with 2020 for Canada and the U.S, and to spice up data and consciousness of the merchandise amongst shoppers within the two goal international locations by at the least 20 %.
To realize this, within the U.S., POS EU Flour will concentrate on 5 massive city markets: Los AngelesSeattleChicagoDallas and New York. In Canada, the goal will probably be on the provinces QuebecOntario and British Columbia. All have excessive natural meals consumption and demographics to assist the usually greater costs of natural flours in contrast with typical flours, in line with ITALMOPA.
Based in 1958 and primarily based in Rome, ITALMOPA is an important industrial flour affiliation of the European Union representing 82 flour milling firms throughout Italy.  Member firms mill flour for the manufacturing of pasta, breads, pastries, pizza and extra. ITALMOPA is overseeing a three-year data and promotion program for agricultural merchandise in third international locations known as “Pure Flour from Europe: Your Natural and Sustainable Selection!” – Acronym “POS EU FLOUR” – meant for the US and Canadian markets and co-financed by the European Fee. This system runs by 2024.