Molino Moras launches AmorBimbi, the first flour for children over 3

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Historic Molino Moras launches AmorBimbi, a flour from Friulian wheat that is free of contaminants and has a guaranteed 80 percent reduction in mycotoxins. An ideal food for everyone, especially for children from three years of age. An area highly exposed to these toxins but poorly protected.

AmorBimbi flour comes to market after four years of work in collaboration with one of the world’s leading international experts on mycotoxins, Prof. Carlo Brera of the Superior Institute of Health (ISS). (1) And with legal-regulatory advice from the lawyer. Dario Dongo.

AmorBimbi flour, the protection that was missing

Unique on the market, Molino Moras’ new line is certified for the absence of glyphosate and other pesticides, traceability of the supply chain (ISO 22005) and containment of any mycotoxin presence to levels 80% below legal limits (DNG VL certification).

The innovative guarantee of mycotoxin abatement is an outstanding value. In fact, these contaminants that are naturally present in plants and proliferate under certain environmental conditions are related to serious harm to human health.

Mycotoxins, toxic even in small doses

Chronic exposure to mycotoxins damages cellular structures, organs, promotes tumor formation, and weakens the immune system, as we have seen.

To protect the population the reg. EC 1881/06, which has been updated several times, defines limits to mycotoxins in food, also taking into account the Tolerable Daily Intake(TDI) threshold, expressed in nanograms of contaminant per kg body weight (ng/kg pc).

No protection at second childhood

Lower levels of contamination are dictated for foods intended for early childhood (up to three years of age). In contrast, no special measures are planned for second and third childhood, i.e., ages 3 to 10, when the quality and quantity of food consumed are similar to those of an adult, but the reduced body weight amplifies the effects of contaminants, as Dr. Carlo Brera explains in this interview.

A gap now filled, for wheat flour, by Molino Moras, a perfect synthesis of tradition and innovation. With the added value of female traction, with Nicoletta Moras as president, flanked by her daughters Anna, head of Marketing&Communication, Research&Development, and Sara, head of Sales&Retail.

Short supply chain and sustainable packaging

The AmorBimbi project also pursues sustainability from the field to the shelf. It begins with the choice of soft wheat grown by an organic Friulian farm (short supply chain, as with the Flôr di Lune line of organic flours) and ends in a packaging made of natural pure pulp paper, from sustainable and certified forests, as well as recyclable with A-grade paper (less than 10% waste), closed with water-based glue.

The creative part of the packaging, created by a group of young designers from the Isia Roma Design University Institute, is also very well taken care of.

Where to buy AmorBimbi

The historic Molino Moras, founded in 1905 in Trivignano Udinese and now in its sixth generation, traditionally operates in B2B (pizzerias, bakeries, etc.).

The consumer-facing B2C channel now has two direct sales outlets (Buteghe dal Mulin in Trivignano Udinese and UnSaccoMoras in Trieste) and theMoMo corporatee-commerce. The online purchase of the AmorBimbi box set is now paired with a complimentary ebook, ‘Adriano Grain‘. A story that teaches young children the value of flour. Primary good, as the upheaval dictated by the Covid-19 pandemic reminded us a year ago.

Marta Strinati

Notes

(1) The project ‘Research and Development of an Innovative Flour Targeted at Second and ThirdGraders’ was led by Dr. Carlo Brera, a senior researcher at ISS, who is among the leading international experts on mycotoxins. The project was partly financed through the regional call POR FESR 2014-2020 Activity 1.3.a. Research and Development.

Marta Strinati

Professional journalist since January 1995, he has worked for newspapers (Il Messaggero, Paese Sera, La Stampa) and periodicals (NumeroUno, Il Salvagente). She is the author of journalistic surveys on food, she has published the book "Reading labels to know what we eat".