The 'Pure Flour from Europe' initiative is promoted by ITALMOPA (the Italian Milling Industry Association) and co-funded by the European Union. The program aims to promote the export of organic soft wheat and durum wheat flours and semolina flour from Italy and the EU to Canada and the USA. The initiative targets chefs, restaurant owners, hospitality professionals, consumers, and opinion leaders, emphasizing the quality, versatility, and uniqueness of European and Italian organic flours. It includes trade events, cooking demonstrations, advertising campaigns, and educational tours.