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The flour sack of the year from Indonesia

27 February 20172 min reading

Norman Loop, Regional Business Manager at Stern Ingredients Asia-Pacific, presented the “Flour Sack Award 2015” to Indonesian flour mill Sriboga for its “Bamboo” motif on behalf of Mühlenchemie GmbH & Co. KG in Hamburg, Germany. 

muhlenchemie86In December 2016 Norman Loop, Regional Business Manager at Stern Ingredients Asia-Pacific, presented the “Flour Sack Award 2015” to Indonesian flour mill Sriboga for its “Bamboo” motif on behalf of Mühlenchemie GmbH & Co. KG in Hamburg, Germany. With the award, which is decided by an independent jury, Mühlenchemie honours flour sack art as representations of regional cultures, as can be seen in the “MehlWelten Museum” in Wittenburg. Wheat and baked goods have a short history in the Asian island nation of Indonesia, where rice has traditionally been the staple food number one. Thus it is all the more remarkable that this year’s “Flour Sack Award” by Hamburg’s Mühlenchemie and the MehlWelten Museum went to the PT Sriboga Flour Mill for its “Bamboo” flour sack logo.

THE SYMBOL OF INDONESIA IS BAMBOO The motif shows the growing importance of flour in Indonesia. “The special challenge for the miller was to find an entirely new visual language to show the benefits of flour. The images that symbolise the purity, strength and naturalness of wheat flour in the west, have different meanings in Indonesia. For example, the sun or an ear of grain triggers other associations here. So Sriboga chose bamboo as a symbol to translate the values ascribed to wheat into the language of the tropics,” explained Norman Loop, who as Regional Business Manager at Stern Ingredients Asia-Pacific looks after Mühlenchemie’s customers in Indonesia. The 2016 award will be presented in April 2017 at the Global Miller’s Symposium in Hamburg. Millers throughout the world are invited to send their flour sack art to Mühlenchemie.

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