TORONTO, ONTARIO, CANADA — The Italian Milling Industry Association (ITALMOPA) is bringing its Pure Flour from Europe program to Canada in May during a series of events to promote Italian and European organic flour and semolina.

Co-funded by the European Union, ITALMOPA’s program launched in 2021 at SIAL India and rolled into the United States in 2022. Based in Rome, ITALMOPA represents 82 companies across Italy that mill soft durum for the production of flour and semolina for pasta, bread, pastries, pizza and more.

“The EU and member country Italy are at the vanguard of food safety, quality and environmental sustainability, which elevates almost all culinary creations,” said Andrea Valente, president, ITALMOPA. “This centuries-old mastery, coupled with modern production technologies and EU’s stringent standards, yields the highest quality flour and semolina available for professional chefs and bakers and discerning consumers.”

Valente said the campaign addresses the growing worldwide demand for nutritious, eco-friendly ingredients grown without synthetic fertilizers, and organic flour and semolina from ITALMOPA member companies deliver on all these attributes.

ITALMOPA will exhibit May 9-11 at SIAL Canada in Toronto’s Enercare Centre. At Booths 819, 821 and 823, attendees can see cooking demonstrations and taste the culinary delights of handmade pasta using Italian flour.

ITALMOPA also will host a series of events at Eataly Toronto in the Manulife Centre, including private culinary workshops with professional chefs and a dinner and educational presentation for media, influencers, digital content creators and industry leaders in retail and distribution.

Additionally, ITALMOPA will offer in-store consumer promotions May 8-14, including product education and an opportunity to win products, cookbooks and campaign merchandise.