"Pure Flour from Europe: Your Organic and Sustainable Choice!" is co-funded by the European Commission. The goal of the initiative is to raise awareness of the high quality of organic soft wheat, durum wheat flour and semolina to the U.S. and Canada markets.

In a press release announcing the campaign, Italmopa President Emilio Ferrari said, “We see great opportunity in North America to grow exports of organic soft wheat flour and durum semolina from Italy. More than ever before, home cooks and chefs are looking for premium ingredients that are healthy, nutritious and grown without synthetic fertilizers. They also want to respect the environment.”