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PACKAGING

Indonesian flour mill Sriboga wins Flour Sack Award ’15 for bamboo motif
Monday, 16 January, 2017, 08 : 00 AM [IST]
Ahrensburg
Indonesian flour mill PT Sriboga bagged the 2015 Flour Sack Award for its bamboo motif (which symbolises the benefits of flour).

Norman Loop, regional business manager, Stern Ingredients Asia-Pacific, presented the company the honour on behalf of Mhlenchemie GmbH & Co KG in Ahrensburg, near the German city of Hamburg.

The award is decided by an independent jury. Mhlenchemie honours flour sack art as representations of regional culture, as can be seen in the MehlWelten Museum in Wittenburg.

Wheat and baked goods have a short history in Indonesia, where rice has traditionally been the number one staple. Thus, it is all the more remarkable that the award went to PT Sriboga flour mill.

The motif showed the growing importance of flour in the Asian island nation. 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.

“Hence, Sriboga chose bamboo as a symbol to translate the values ascribed to wheat into the language of the tropics,” explained Norman Loop, who looks after Mhlenchemie’s customers in Indonesia.

This year’s flour sack of the year will get a place of honour in Mhlenchemie’s MehlWelten, like all its predecessors. The museum, near Hamburg, Germany, holds the world’s largest collection of flour sacks, with over 3,100 exhibits from over 130 countries.

Volkmar Wywiol, founder of the museum and shareholder in Mhlenchemie, was glad to add the new motif to the line-up of the best sacks of the year. “The design’s imagination and expressiveness surprised me,” he said.

“Bamboo tells its own regional story. It is an image that speaks of the importance of flour and its life-giving power to people in parts of the world where wheat would not seem to be a traditional staple food,” Wywiol added.

The 2016 award will be presented at the Global Millers’ Symposium in Hamburg in April 2017.
 
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