ITALMOPA, the Italian Association of Millers, established in 1958, promotes the export of organic soft wheat and durum wheat flours and semolina to the USA and Canada through the 'Pure Flour from Europe' program. The initiative aims to highlight the quality, versatility, and uniqueness of European and Italian flours, engaging chefs, restaurant owners, and hospitality professionals. ITALMOPA represents over 80 flour companies across Italy, emphasizing food safety, high-quality standards, and sustainability in milling practices.