ITALMOPA’s ‘Pure flour from Europe’, now in India

ITALMOPA, the Italian Association of Millers, has launched an initiative that promotes the export of soft wheat flour to India.
Italian flour is better suited to making pastas and pizzas. Image: shutterstock/anton27.
Italian flour is better suited to making pastas and pizzas and ITALMOPA is bringing it to India. Image: Shutterstock/Anton27.

ITALMOPA is the Italian Association of Millers which was founded in 1985 and is based in Rome. It is the most crucial industrial flour association in the European Union, representing 82 flour milling companies across Italy. The member companies mill flour for the production of pizza, pasta, bread, pastries, and much more. Their campaign ‘Pure flour from Europe’ aims to raise awareness of the versatility of high-quality, unadulterated, and safe flour. This campaign is by the European Commission and is committed to creating awareness about the superior quality and uniqueness of soft wheat flour from Europe and Italy in India. This high-quality flour is perfect for classic European and Italian recipes and local specialities all around India.

At present, Italy is the leading EU country exporting wheat flour to India. The European milling industry ensures the production of high-quality flours starting by selecting the best grains and a skilful mix of tradition combined with cutting-edge technology while adhering to stringent quality standards.

His excellency vincenzo de luca, the italian ambassador in india, speaking at the launch event in new delhi.
His Excellency Vincenzo De Luca, the Italian Ambassador in India, speaking at the ITALMOPA launch event in New Delhi.

ITALMOPA launched its official programme in New Delhi on April 26, 2022, at AAHAR – Booth GH-4-07-Aand hosted some amazing tasting sessions where their Italian chefs rustled up many special delicacies. ITALMOPA is overseeing a three-year international information and promotion programme, ‘Pure flour from Europe’ for agricultural products. It is also intended for the Indian market, which runs through 2023.

Detailing India-specific plans, two of Italy’s finest producers of quality flours, Antimo Caputo from Molino Caputo and Riccardo Agugiaro from Le 5 Stagioni, explained, “We foresee immense growth opportunities in India for soft wheat flour from Italy thanks to higher disposable incomes coupled with a burgeoning young population whose growing preference towards European bakery products like pizzas, breads, cakes, etc., is enthusiastic. We are confident that the hygienic, safe, and nutritious flour from Europe will have good market acceptability owing to its unique ingredients, traceability, and superior quality as it is truly the perfect ingredient for well-known chefs globally.”

Elaborating further, they added, “Italy as a member of the EU ensures food safety and quality, a characteristic which means its flour products have gained a reputation of quality worldwide. As a staple food that is taken almost daily, flour provides a healthy, low-fat source of nutrients like vitamins, minerals, dietary fibre, and vegetable protein, contributing to a balanced diet.

Left to right: marco rovesti, export area manager, agugiaro & figno molini s. P. A. , italian ambassador in india, his excellency vincenzo de luca, mr. Varriale from the italian embassy, and ms. Manuela barzan, project manager, italmopa.
Left to right: Marco Rovesti, Export Area Manager, Agugiaro & Figno Molini S.P.A., Italian Ambassador in India, His Excellency Vincenzo De Luca, Mr. Varriale from the Italian Embassy, and Ms. Manuela Barzan, Project Manager, ITALMOPA.

“Most importantly, quality and safety checks are applied to all production stages, from the arrival of the wheat to the distribution of flour. Each step of the way, flour production is controlled and recorded by a computerised traceability system, which allows the entire production chain of a batch of flour to be reconstructed and tracked, protecting consumer and public health. In fact, the EU milling industry has a very stringent body of regulations, carrying out thousands of tests and cross-checks by independent and accredited laboratories. The production process is simple and clean and continues to improve sustainable management by saving energy, reducing air emissions, and using by-products.”

The campaign ‘Pure Flour from Europe’will last three years, as a part of which there will be various consumer and trade events and product demonstrations led by chefs featuring well-loved Italian foods such as pizza, pasta, pastries, and bread. You can also be a part of an amazing educational tour to Italy where you get the opportunity to learn more about this wonderful flour straight from the millers.

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