“Pure Flour from Europe Returns to New York, Showcasing Italian Milling Excellence in a Weeklong Celebration”
Returning to New York, “Pure Flour from Europe” marks the celebration of Italy’s rich milling heritage and modern innovations. Hosted by the Italian Milling Industry Association (ITALMOPA) and co-funded by the European Union, this international campaign is dedicated to promoting the export of Italian and European organic wheat flours and semolina. Highlighting the foundation of Italian cuisine, these flours blend tradition and innovation to infuse pasta, pizza dough, bread, and more with the distinct flavor and texture beloved worldwide, as stated by ITALMOPA President Andrea Valente. He emphasized how the Italian milling sector’s centuries of expertise, coupled with the EU’s stringent agricultural standards, have led to the production of flours abundant in dietary fiber, plant-based protein, and essential minerals like iron and magnesium.
The spotlight will be on Pure Flour from Europe’s organic wheat flours and semolina on September 7 and 8 at the Plant Based World Expo (Booth 203). Attendees will have the chance to meet representatives from prominent mills such as Molino Casillo, Molino De Vita, and Molino Grassi, known for harmonizing multigenerational heritage with contemporary agrotechnology. Culinary demonstrations will offer fresh, handmade pasta samples.
In partnership with Eataly Downtown, Pure Flour from Europe will host an informative pop-up display from September 4 to 11. This educational exhibit aims to enlighten shoppers about the Italian milling industry’s historical legacy and cutting-edge advancements, and it invites them to participate in an opportunity drawing to win a $50 gift card.
At Eataly Downtown, Pure Flour from Europe’s Chef Francesco Allegro will lead exclusive, invitation-only advanced pasta-making workshops for professional chefs. Additionally, at Eataly Flatiron, the campaign will organize a private dinner attended by media, influencers, and industry leaders.
For Verified Media: Reach out to Cara Stewart at [email protected] to be considered for participation in these exclusive events. Comprehensive media materials, high-resolution images, flour samples, and interviews with Chef Francesco Allegro and representatives from Molino Casillo, Molino De Vita, and Molino Grassi are readily available.
About ITALMOPA:
Established in 1958 and headquartered in Rome, ITALMOPA represents 82 companies throughout Italy involved in milling soft and durum wheat to produce flour and semolina for pasta, bread, pastries, pizza, and more.
