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India market offers great opportunity to increase export of soft wheat flours from Italy
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Monday, 03 October, 2022, 16 : 00 PM [IST]
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Our Bureau, Mumbai
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After its successful launch at AAHAR, “Pure Flour from Europe”, the campaign managed by ITALMOPA - the Italian Association of Millers – and co-funded by the European Commission to promote exports of soft wheat flour in India and to raise awareness of their high quality was in Mumbai at Annapoorna - Anufood, an international trade show.
The Pure Flour from Europe campaign will span for another two years and will include other consumer and trade events with product demonstrations led by chefs featuring such well-loved Italian foods as pizza, pasta, pastries and breads. There will also be an educational tour of millers of organic flours and semolina in Italy as well as study visits dedicated to importers, distributors and chefs.
Emilio Ferrari, president, ITALMOPA, said, “We see a great opportunity in India to increase the export of soft wheat flours from Italy. More than ever before, home cooks and chefs are demanding premium ingredients that are healthy, nutritious and safe. The flour from our member companies deliver on all these attributes and elevates the quality of almost all culinary creations.”
Italy is the main EU exporting country of wheat flour in India. The campaign, called “Pure Flour from Europe”, aims to raise awareness of the versatility, high- quality, unadulterated and safe flour. The superior quality and uniqueness of soft wheat flour from Europe and from Italy is perfect for food professionals and chefs, home cooks, and opinion leaders alike. Classic European and Italian recipes as well as local specialties all are at their best when made with “Pure Flour from Europe”.
Italy’s flours ensure food safety and high quality, with an excellent worldwide reputation. Eaten almost daily, in a variety of basic foods, flour provides a low-fat source of nutrients like vitamins, minerals, dietary fibre and vegetable protein, contributing to a balanced diet.
Quality evaluations and safety checks begin with the arrival of the wheat, and continue to the distribution of the flour, controlled and recorded by a computerized traceability system. EU milling has a very stringent body of regulations, carrying out thousands of tests and cross-checks by independent, accredited laboratories. In addition, this process is simple and clean, constantly seeking to improve sustainability by saving energy, reducing air emissions and using by-products.
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