In a remarkable achievement, the Pure Flour from Europe initiative has spurred an unprecedented surge in the export of Italian wheat flour and semolina, setting new industry benchmarks with an astounding value of 337 million euros in the year 2022. Notably, a substantial 14.5% of these exports originated from organic agriculture, reflecting the escalating consumer preference for products that prioritize health and sustainability.

This resounding success unequivocally underscores the efficacy of the Pure Flour from Europe Initiative. Crafted in collaboration with the Italian Milling Industry Association (ITALMOPA) and co-financed by the European Union, this initiative passionately champions the excellence, adaptability, and distinctiveness of European and Italian organic soft wheat, durum wheat flours, and semolina flour.

A comparison between the worldwide export values of Italian wheat flour and semolina in 2022 and the pre-campaign year 2021 reveals a remarkable growth of 92.5 million euros. Within this growth, 11% can be attributed to exports to the United States and Canada, while an additional 2 million euros arise from the increased export of organic wheat flour and semolina. Impressively, within the inaugural year of the campaign, the export of organic flour witnessed an expansion of approximately 150%, and semolina exports burgeoned by 60% to both Canada and the United States.

Piero Luigi Pianu, the director of ITALMOPA, elaborates, “Our goal is to increase demand among chefs, hospitality professionals and consumers in international markets like the United States and Canada. European flours, especially Italian, are among the world's finest in quality, safety and versatility. The EU's rigorous food safety regulations and dedication to environmental sustainability are crucial in maintaining the vitamins, fibers, minerals and phytochemicals that make our flours more digestible, aromatic and nutritious.”

The Pure Flour from Europe initiative signifies the mounting enthusiasm for top-tier organic flour and semolina. Culinary professionals and home cooks alike are increasingly recognizing the superior flavor and nutritional advantages they offer. This endeavor actively advocates for healthier lifestyles, sustainable choices, and optimal storage techniques to retain the nutritional potency and elevate the taste of flours and semolina, while guaranteeing their purity from harmful substances.