ROME, ITALY — A promotional campaign managed by the Italian Association of Millers (ITALMOPA) that supports exports of European organic soft/durum wheat flour and semolina to the United States and Canada and raises awareness of its high quality will come to the Plant Based World Expo from Sept. 8-9 at the Javits Center in New York, New York, US.

The campaign is called “Pure Flour from Europe: Your Organic and Sustainable Choice!” and it is co-funded by the European Commission. Three of the association’s largest millers — Molino Grassi, Molino Casillo and Molino de Vita — will be at Booth 203 on Level 1 to meet expo attendees. Focaccia and fresh pasta will be specially prepared by Chef Fabrizio Facchini in the demo-dedicated area of the show.

The Pure Flour from Europe campaign will span three years and include other consumer and trade events with product demonstrations led by chefs featuring such foods as pizza, pasta, pastries and bread. There also will be social media and advertising campaigns and participation in other important trade shows targeting the grocery, foodservice and food manufacturing sectors. 

“We see great opportunity in North America to grow exports of organic soft wheat and durum flours and semolina from Italy,” said Emilio Ferrari, president of ITALMOPA. “More than ever before, home cooks and chefs are demanding premium ingredients that are healthy, nutritious and grown without synthetic fertilizers. They also want to respect the environment. Organic flour from our member companies delivers on all these attributes and elevates the quality of most any culinary creation.”

The campaign will be at the Winter Fancy Food in Las Vegas, Nevada, US, from Jan. 15-17, 2023; the Natural Products Expo West from March 8-12, 2023, in Anaheim, California, US; and SIAL Canada from May 9-11, 2023, in Toronto, Ontario, Canada. An educational tour of organic flour and semolina millers in Italy will be held during the second half of the year.