The Italian Association of Millers launched an 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 effort, called ‘Pure Flour from Europe: Your Organic and Sustainable Choice!’ is co-funded by the European Commission.

The program made its debut this week at Bakery @ SIAL America, held on 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 sourced by its members.

The association was established in 1958 and counts more than 80 flour companies from across Italy among its members.

Photo credit: ITALMOPA