Pure Flour from Europe Goes to the Winter Fancy Food Show

The “Pure Flour from Europe” project is going to the Winter Fancy Food Show in Las Vegas, NV, on January 15-17, 2023 to showcase on the American market the benefits of European flour.

Pure Flour from Europe is a program promoted by ITALMOPA (the Italian Association of Millers) and co-funded by the European Union directed to chefs, restaurant owners, hospitality professionals, consumers and opinion leaders in Canada and the USA.

Its aim is to promote the quality, versatility and uniqueness of European and Italian organic soft wheat and durum wheat flours and semolina flour, as well as provide suggestions on how to use them and recipes suitable for both professionals and home cooks.

The project will last 3 years and includes: meetings with distributors and hospitality professionals, trade events, and show cooking demos with top chefs who will prepare some of the most-loved European Italian dishes such as pasta, pizza and traditional breads and cakes.

The project also foresees advertising campaigns and social marketing, the participation in major trade fairs such as the Winter Fancy Food Show, Natural Products Expo West, International Pizza Expo, and Sial Canada and the organization of an educational tour in Italy in 2023.