Professional Pasta N. 2 April/June 2021

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T H E I N T E R N AT I O N A L M A G A Z I N E F O R PA S TA P R O D U C E R S

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New cereal standard adopted by Croatia

POSTE ITALIANE Spa - Spedizione in abbonamento postale - Aut. n. 1429/2020 del 7.08.2020 – Stampe periodiche in REGIME LIBERO

Sustainability and pasta: what’s new?

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N. 2 April / June 2021

Avenue media

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Year XXVI



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Chairman Claudio Vercellone

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Year XXVI - N. 2 April / June 2021 Editor in Chief Claudio Vercellone Scientific and technical committee Maurizio Monti Wheat and flours technician Roberto Tuberosa Agricultural Genetics Editing Avenue media Srl ufficiostampa@avenue-media.eu Advertising Massimo Carpanelli carpa@avenue-media.eu Edition, management, editorial, advertising and administration Avenue media Srl Viale Antonio Aldini, 222/4 40136 Bologna (Italy) avenuemedia@avenue-media.eu www.avenuemedia.eu Subscriptions office abbonamenti@avenue-media.eu Subscription Ue countries € 45.00 Outside Ue € 60.00 Back issues (if available): € 15.00 each plus postage

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30 EDITORIAL

Why and how to restore value to pasta?

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by The Editorial Staff

DEPARTMENTS

Facts & news

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FEATURES FOCUS

Pasta and sustainability: planning and business

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by Lorenza Vianello

FOOD RULES

New Croatian legislation on flour, pasta and bakery products

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by Giuseppe Maria Durazzo

CASE HISTORY

Barilla and Art: a decades long story

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by Barilla Staff

GUIDEBOOK

Supplier news

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Historical news

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EDITORIAL

Why and how to restore value to pasta? by the Editorial Staff

April / June 2021

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he topic may be overused. There is no doubt that conferences have been held, authoritative articles have been written or valid considerations have been expressed. At the same time, the value of a food - in this case pasta varies according to time and perception of it. What was said or written yesterday, however important it is, can only partially answer today’s questions. But then, how is it possible to give pasta a value that is not only economic, at this moment in time? If the value of food is objective - it feeds, creates conviviality, unites a

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nation and feeds the hungry what changes over time are the methods, the tools that adjust to people’s intellectual capacities. Therefore, faced with a reality in which people’s intellectual capacities tend to be more limited than in the past, we are now focusing on tools designed to reach deep inside human sensitivity towards a healthy environment and artistic work. Both methods start with pasta - be it spaghetti, penne or macaroni and go backwards to tell the evolutionary story behind some condensed durum wheat. Yes, the evolutionary story.

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EDITORIAL

A topic for pub conversations, reduced to mere gossip or groundless information. All things considered, if we think that behind company executives or sales managers there is a story, often unacknowledged even by the people concerned, a question arises: if even the human and working path of “insignificant” people matters, what could that be in relation to a food that nourishes, feeds and creates jobs? In this issue, the “new ways” are those that help not only to avoid trivializing a pasta dish, but also taking for granted a painting, a magazine and, even more, a person’s availability. Barilla understood the importance of what has been written. The company has always been very sensitive to certain topics and convinced - just look carefully at its advertisements - that the best way to involve the end consumer is to help him/her turn his/her attention to the history of what he is buying or tasting. After all, even a great French historian like Jacques Le Goff understood that

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today derives from yesterday and tomorrow is the result of the past. Moreover, the Parma-based company has chosen art, as a natural language, to induce the consumer to go backwards and appreciate the importance of what he is buying. This conscious recovery of the past for a “return to the future” marks an interesting turning point that many companies are beginning to take on and implement. The great difficulty will be to avoid popularizing this approach too much. Following on from what has been said, Lorenza Vianello’s contribution reminds us that the best way to think about the future is to live the present with responsibility, in order to leave it in better conditions than we found it. Today sustainability is a muchdebated topic, but there is still a lot of confusion about it. We need to think about it creatively, wisely and in fairness so that it does not turn into simple rhetoric. So, what does it mean to be sustainable? What are the paths to be taken to Professional

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turn an idea into a concrete action? And, above all, how can pasta be sustainable when demand exceeds supply? The author immediately outlines the scope of the study. For years, the environmental impact of pasta production and consumption has deeply been analyzed: from water consumption for cultivation to gas consumption for cooking, for instance. However, when it comes to pasta, there are many aspects to be taken into account: the health and nutrition benefits, the richness of biodiversity, the sociocultural values, the positive economic returns on the local economy, and so on. Given all the above, it is almost natural to wonder how pasta can be given a new value today. All this could be summed up in the concept of “awareness”: after all, isn’t life a series of movements, changes and activities of consciousness? In a nutshell, isn’t life a series of actions that are memorized and - if well organized - may lead entrepreneurs and consumers towards a virtuous circle?

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FACTS & NEWS

European Commission seeks open debate on new genomic techniques The European Commission published a study on New Genomic Techniques (NGTs). The study shows that NGTs, which are techniques to alter the genome of an organism, have the potential to contribute to a more sustainable food system as part of the objectives of the European Green Deal and the Farm to Fork Strategy. At the same time, the study finds that the current Gmo legislation, adopted in 2001, is not fit for purpose for these innovative technologies. The Commission will now start a wide and open consultation process to discuss the design of a new legal framework for these biotechnologies.

Canada coarse grain exports to rise higher Canada’s combined exports of coarse grains are expected to reach a new high in 2020/21 primarily led by barley. Corn exports are currently forecast to rebound from a year ago supported by demand in Europe, while rye exports mirror demand in the United States for food and feed use. Barley exports are currently forecast at 3.6 million tons for 2020/21. Canada’s export prospects to China, which is the top destination, have sharply improved since last year, because China has imposed antidumping and countervailing duties on barley from its top supplier, Australia. Moreover, China has been active in purchasing competitively priced feed grains as substitutes for domestic corn. For October 2020 through February 2021, barley exports to China are already at the same level as the amount exported for all of last year. Canada is the fifthlargest exporter of barley in the global market. For oats, Canada has been the top global exporter. Oats exports for 2020/21 are currently forecast at 2.0 million tons, the largest since 2007/08.

De Cecco, record growth and investments in gluten-free and wholemeal Pasta De Cecco closed the year 2020 with an increase in turnover (+6% to 510 million from 481 million in 2019) of profit (+60% from 13 to 21 million) and Ebitda (from 53.7 million to 64.6 million). On the domestic market De Cecco consolidates the second position in the ranking of pasta producers with a value share of 14.8%. The achievements of 2020 are the result of De Cecco’s new strategy, which started in 2019, that reconciles the traditional recipe with the launch of new products «such as the new ranges of pasta with seven cereals, organic and gluten-free whole wheat spelt», also through the support of communication investments that have involved important testimonials.

La Molisana: pasta for every sign of zodiac La Molisana, pasta factory based in Campobasso (Italy), has assigned a specific pasta shape to each sign of zodiac. A G-astrological stroke of genius! A weird but unquestionably wonderful idea that no one had ever had before La Molisana. It is also the basis for a collection of serving dishes, whose design was hand-made by Florentine craftsman. A dish for each sign of zodiac , with a graphic detail that changes into the pasta shape assigned by the G-astrological. They can be purchased in sets of three, according to their classification: air, water, earth and fire. An original gift idea for those who love cooking or astrology. The pasta-sign combination follows certain character traits traditionally associated with people of a particular sign: there is a pasta shape for the determination of Capricorn, one for the apparent roughness of Aquarius, another for the edginess of Taurus and so on.

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FACTS & NEWS

A new twist on pasta dough could reshape food manufacturing According to a new study in “Science Advances”, bulky pastas - such as farfalle and fusilli - require more packaging than thinner varieties like angel hair, making them trickier to transport and leading to more waste. Scientists tackled the problem by designing flat pastas that can transform into 3D shapes. They scored flat dough made of semolina flour - a core ingredient of Italian cuisine - with grooves, whose depth and spacing determined how the pasta would form when boiled. Then, they fed their data into computer models, which could eventually automate the technique and make it easier for food manufacturers to produce and deliver a loaded menu of morphing pastas.

Cibus 2021 will be held in the first week of September

Durum wheat and pasta seems to return to pre-Covid levels

After careful consultations with industry leaders, buyers and exhibitors, Fiera di Parma and Federalimentare have set the dates for Cibus 2021, which will be held in the first week of September, from Tuesday, August 31 to Friday, September 1. The decision also involved an evaluation of the vaccination process in Italy and the organization of air corridors for foreign buyers. The twenty-first edition of Cibus 2021, the international food fair, will be the Italian agri-food restart fair, the first showcase of the year of the national food&beverage. There will be a showcase of new products that will boost domestic consumption and international exports in all sectors: from cold cuts to cheeses, from pasta to tomatoes, from oil to wine. There will be over 2,500 exhibiting companies presenting the best of made in Italy food.

After the 2020 boom due to the turbulence of the first wave of the pandemic, the market and prices are in the process of normalisation, with forecasts of a reduction in price pressure, which has risen sharply in the last two marketing years.”This is what emerges from the Durum Days 2021, an event which again this year was organized online via webinar, in the presence of the main players in the supply chain. There was a growth in pasta consumption in 2020 compared to 2019, with an increase of 4.9%. Production had to adapt to these peak demand, thus producing 11% more pasta than in 2019, equal to 3.9 million tons, despite the prolonged blockage of the horeca. Growth peaks of over 40% have been recorded in some periods of the year. Export also marked record data, with an increase of 15% compared to pre-pandemic levels. For 2021, estimates predict a return to normality, with production returning to pre-Covid levels in practice (+1% compared to 2019).

A gluten-free system for Penhandle Milling The Hereford (Texas) production facility purchased last year by Panhandle Milling has been transformed into a factory dedicated to the production of gluten-free goods. In it will be cleaned, ground packed organic gluten-free cereals, including corn, quinoa, rice, amaranth, buckwheat, oats, millet and sorghum. Although organic and gluten-free products can be produced in the same facilities as conventional products containing gluten, Panhandle Milling believes that a fully dedicated facility minimizes the risk of crosscontamination from shared equipment. The Texan Company has estimated the gluten free market size to 4,35 billion dollars, with projections for other 3 billion of increase in the next five years.

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FOCUS

Pasta and sustainability: planning and business by Lorenza Vianello Sustainability Advisor @futuroanteriore.academy

Sustainability is not just a question of being “green”

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he environmental impact of the production and consumption of pasta has been the subject of indepth analyses for years. Important elements of the studies include the use of water and of gas for cooking, which LifeGate(1) calculated to be 38% of the total carbon footprint. Limiting discussions on sustainability to environmental aspects is reductive and misleading. The integrated approach to sustainability, which includes environmental, economic and social aspects, dates back to 1992 (Earth Summit, Rio de Janeiro). It took several decades for this approach to be widely adopted. Today, both institutions and consumers have expectations and act according to a wider meaning of sustainability. This, naturally, includes the protection of the environment, but also the analysis of financial actions and

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the improvement of the social impact. There are many aspects of sustainable food production to be taken into account, such as the effects on health, nutrition and biodiversity. Effects on local economy, such as the development of local expertise and other socialcultural implications should also to be taken into account.

The three Ps of sustainability

Photo by Paz Arando on Unsplash

The idea of the three fundamental Ps of sustainability (People, Planet,

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Profit) were developed in the early 90s. While the first two are easy to understand, there has been some confusion about the third P: Profit. Many have interpreted this to refer to financial gain. As economic impact extends beyond simple financial profit, it is now preferred to define the third P as Prosperity. Other concepts are often associated with the three canonical dimensions, such as the muchmentioned Purpose, Peace and Partnership.

PURPOSE A company’s purpose expresses the true reason why it exists. Purpose describes all aspects of the company. It is a commitment to society. This commitment must reflect the company culture, core value, as well as the company’s products and services. It is supported and represented by tangible actions, the impact of which must be quantified.

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FOCUS

and companies that will not be able to demonstrate their active contribution to the community in the social, political or cultural spheres, will have no future on the post-pandemic marketplaces.(2)

Photo by Immo Wegmann on Unsplash

Sustainability should understood have environmental, economic and social aspects

These are the principles which guide a systematic approach to sustainability. This is the approach defined in the 17 Goals of the United Nations Agenda 2030 (SDGs). Companies that only partially fulfil the objectives, for example by fulfilling objectives related to the environment while neglecting social goals cannot be declared to be sustainable. This is very much the case of organic production obtained through the exploitation of labor. On a number of occasions,

the UN has spoken out against the attitude of governments and companies that have cherry picked the SDGs to report on. Stakeholders, including consumers, are now more attentive to the absence of full compliance to the directives.

Isolated sustainability actions are no longer enough Companies are called on to take responsibility. As reported by the Ipsos Civic Brands Observatory, one in two Italians believe that brands

STAKEHOLDERS Stakeholders are all those who have an interest in the company's activity. They include customers, suppliers, creditors, employees, shareholders, residents in the area where the company is based, local administrations and representatives of the various groups of interests, but also competitors and all those who, for various reasons, may be involved.

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The behaviour of companies that demonstrate a luke warm commitment to sustainability through occasional contributions to charity, or by some action concerning the environment, is now deemed to be insufficient, and such companies may be accused of ”greenwashing”. This affects both their reputation and their economic results. Italian companies have the necessary strength, creativity and attitude to protect their capitals (human, relational, intellectual, productive, environmental and financial) and so enhance their products and services. This already happens in those startups that may be defined as “sustainable native”, among which there are many food and agricultural enterprises. The picture that emerges from the recent Nomisma Agrifood Monitor survey is precisely that of a sector that is about to make a large increase in the quality of its products. Nonetheless, technological developments that result in productivity and sustainability are being followed closely. Italian agriculture has performed well recently, despite the current crisis, mainly due to increased exports. The sector is in a good position to meet the challenges put down by the EU Green Deal.(3)

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FOCUS

Competitiveness, in the future, will be determined by the companies’ ability to redesign their business models to include sustainability as an intrinsic factor and not as an option. For a business to be truly sustainable a number of social and environmental aspects need to be taken into account. Italian companies must work on genderequal salaries, health and safety and employee welfare generally. Environmental considerations should not be limited to packaging, transport and energy consumption. The entire production process including the supply chain, should be reexamined. It is becoming the norm for suppliers of all sizes to certify, or declare, their commitment to environmental, social and governance issues (ESG).

Governance is a fundamental asset Sustainable governance means a commitment to evaluating the impact of the business, and to conducting global risk management taking into account financial and organizational aspects. Improving governance by taking sustainability into account initiates a virtuous process that, due to a more focused organization, benefits a company by improving its performance, increasing its market share and consolidating its reputation. Typically, different economic sectors emphasise different ESG aspects. Similarly, company size, cultural heritage and manager and owner preferences lead to different ESG criteria being favoured. This emerged from research published by the Forum

GREENWASHING Greenwashing is the act of misleading consumers about a company's environmental practices or the environmental benefits of a product or service. More generally, this term is used to identify all misleading communications aimed at giving the company an ethical veneer that is not supported by its actions.

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for Sustainable Finance in collaboration with BVA Doxa, which focuses on the integration of environmental, social and governance criteria in the business processes of Italian SMEs.(4)

A company is not sustainable if it ignores social objectives A new model of sustainability According to this study, over 50% of the Italian SMEs wish to incorporate sustainability into all aspects of their company. The agricultural sector has already moved in this direction, according to the Doxa survey, as sustainability plays a very important role for 48% of agricultural enterprises. The importance of companies focusing on sustainability was emphasised by Stefano Patuanelli, Minister of Agricultural, Food and Forestry

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Photo by Gabriel Jimenez on Unsplash

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Policies. During his presentation of the 2020 Agriculture Report 100 at Confagricoltura, he reminded the audience that the Ministry of Ecological Transition(5) strongly encourages companies to adopt new models as part of their strategy to exit the crisis. Patuanelli also said that development should be measured so that companies are able to evaluate their impact, assess areas of excellence and identify elements in need of improvement. The need for such evaluation was specified

50% of SMEs wish to extend sustainability to the entire business strategy in the 2020 Agriculture Report itself, which went on to state that over 74% of the companies have implemented risk management initiatives and more than 50% have taken action with regards to their supply chain.

Entrepreneurs have expressed the conviction that sustainability will become a success factor for their companies. “We must realize that the earth is alive and that we are one family. We are one humanity on one planet. [...] Only the path of transition can give a chance to the future of the human species.” (Vandana Shiva, physicist and expert in social ecology and environmental protection) Lorenza Vianello lorenza.vianello@futuroanteriore.academy

Notes

Photo by cody gallo on Unsplash

1. www.lifegate.it "Cooking pasta, how to reduce its impact on the environment", September 2020

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2. www.ipsos.com "Civic Brands Observatory" 3. www.nomisma.it "V forum Agrifood Monitor", February 2021 4. www.finanzasostenibile.it "Italian SMEs and sustainability", November 2020 5. www.confagricoltura.it "AGRIcoltura100", March 2021

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FOOD RULES

New Croatian legislation on flour, pasta and bakery products by Giuseppe Maria Durazzo Lawyer expert in Food Law

Raw materials brought into the country, if processed locally, will also have to comply with the local rule

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roatia is adopting a new cereal standard which, unless there are obstacles at EU level, is expected to enter into force on June the 1st, 2022, with a one-year transition period. Like all national rules, it will not apply to products legally produced in other EU, EEA or Turkey. However, it should be noted that if a raw material can be introduced in that country even if it does not comply with the new regulation, further processing, if carried out locally, will have to comply with the local rule. It will regulate the entire supply chain, including products from the milling of cereals, pseudo-cereal buckwheat, oats and corn to bakery

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FOOD RULES

products, pasta and pasta products, bakery products and the like.

Legal categories The legal categories of flour are defined as follows: (a) wheat flour type 400, (b) white soft wheat flour type 400, (c) soft wheat flour type 550, (d) semi-white soft wheat flour type 700, (e) semiwhite soft wheat flour type 850, (f) soft wheat flour type 1100, (g) soft wheat flour type 1600, (h) wheat semolina, (i) whole soft wheat flour, (j) whole wheat semolina, (k) durum wheat semolina and (l) durum wheat flour. The corresponding amounts of ash are as follows: (a) up to 0.45% for semolina and white flour type 400, (b) from 0.50% to 0.60% for white flour type 550,

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The new standard will regulate the whole supply chain including final products (c) from 0.65% to 0.75% for semiwhite flour type 700, (d) from 0.80% to 0.90% for semi-white flour type 850, (e) from 1.05% to 1.15% for black flour type 1100, (f) from 1.55% to 1.65% for black flour type 1600, (g) up to 3 % for coarse, (h) up to 2 % for whole wheat flour and semolina, (i) up to 0.90% for durum wheat semolina, (j) from 0.90% to 2% for durum wheat flour, (k) up to 5.5% for germ, (l) up to 7% for bran.

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Acidity and impurities As to the maximum acidity level, the limits are the following: (a) 2.5 for semolina and white flour type 400, (b) 2.9 for white flour type 550, (c) 3.0 for semi-white flour type 700, (d) 3.2 for semi-white flour type 850, (e) 3.3 for black flour type 1100, (f) 4.0 for black flour type 1600, (g) 5.0 for whole wheat flour and semolina, (h) 6.0

instance, there can be no more than 0.15% chaff and no more than 0.10% grains of other cereals, and the product can contain no more than 10% broken grains, i.e. grains on which the endosperm is open (visible). It may also contain no more than 15% water and no more than 0.5% impurities of vegetable origin.

Processed products Particle size conformity is a legal requirement. Wheat semolina is a product obtained by grinding wheat endosperm - so reads the text - where a maximum of 20% of the total mass of the particles may be smaller than 200 µm. Particles smaller than 1000 µm must be removed from wheat semolina.

The moisture content of special pasta must not exceed 12.50% for coarse, (i) 40/100 grams of fat. Finally, wheat germ must contain more than 25% protein and more than 8% fat calculated on a dry matter basis. Similar details apply to rye, corn, buckwheat and, to a lesser extent, barley and oats, given the importance of these vegetables in Croatia in terms of both primary production and consumption. As to impurities, for

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FOOD RULES

As far as processed products are concerned, the standard applies to all bakery products. It determines the names that can be used, the ingredients, the quantity of some ingredients, such as eggs, with details that are not so common for a standard, even if it is a sector standard. It limits the use of the term “fresh” to products for which no freezing or baking process of pre-cooked products has been

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involved; it sets limits on salt (1.3% in bread and baked cakes) and sets ash threshold values. Attention is also paid to durum wheat pasta semolina from other types of wheat is limited to a maximum of 3% calculated on the total amount of semolina. For special pasta, egg pasta is made from wheat semolina, water and eggs and must contain more than 124 grams of egg mix with

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75% water or 31 grams of dry matter in egg powder per 1 kg of wheat semolina. The following analytical requirements must be met: moisture may not exceed 12.50 %, ash may not exceed 1.30 grams per 100 grams of dry matter, protein (nitrogen x 5.70) at least 12.50 grams per 100 grams of dry matter and acidity may not exceed 5 degrees.

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FOOD RULES

Other elements covered by the legislation The legislation also deals with the filling amount in frozen, fresh, ready-to-eat, semi-baked or partially processed pasta products with salty or sweet filling. There are only a few exceptions for local products: they must contain more than 5% fruit filling or at least 15% other sweet or salty filling calculated on the total weight of all ingredients. A series of detailed rules also cover bakery products.

The filling amount is also covered by the rule As the text states, biscuit is a product obtained by baking a shaped dough, and contains at least 6% fat or oil - calculated on the total weight of the finished product - and a maximum of 5%

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water. Cracker is defined as a product obtained by baking a dough, with its characteristic crispy flaky texture; it contains at least 10% fat or oil - calculated on the total weight of the finished product - and no more than 5% water. Tea biscuits are a product obtained by baking a dough; they contain not less than 10% fat or oil and not more than 5% water, calculated on the total weight of the finished product. Waffle sheet is a product obtained by baking liquid dough. Depending on its structure, it may be crispy or soft and depending on its shape it may be flat, tubular, etc. A soft waffle sheet contains at least 10% water.

Conclusions The new legislation is designed not only to determine certain aspects of the product sector, but also to integrate nutritional instructions for the entire population. It also brings together quite a few elements of protection Professional

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of national products or products of the Balkan region, by laying down their denomination and therefore, in some way, acknowledging them as Croatian. From the standpoint of the regulation on wheat flour products, we can observe the regulatory attention and evolution in a sector that has not seen any significant change in Italy for several decades. The Croatian legislator has set various limits, which are not particularly low, on certain foreign or undesirable substances. However, the Croatian legislation does not seem to go into some very relevant and contemporary issues, such as the possible use of substances of enzymatic origin, vitamin supplements or other possible matters of interest, some of which concerning public health or, for instance, compatibility with the rules on lightened products. Giuseppe Maria Durazzo

April / June 2021



CASE HISTORY

Barilla and Art: a decades long story by Barilla Staff

From the continuous relationships with intellectuals, a business vision was born, firmly connected with art

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he relationship between Barilla and Art was born in the last century thanks to Pietro Barilla’s particular vocation towards culture. Even if he never defined himself as a collector, we could say that the entrepreneur created a real alliance with the leading artistic and cultural figures of his hometown, Parma. Pietro Barilla, in fact, was convinced that “Art is a path that we trace before us, a path of perfection, a teaching, a warning, a command, a call”. And it is precisely from the meetings and close relationships - among others, with the poet Attilio Bertolucci, the screenwriter Cesare Zavattini, the film critic Pietrino Bianchi, the graphic designer Erberto Carboni, the journalist Orio Vergani - that innovative campaigns and important communication projects came to life, going beyond advertising to become real artistic creations. The history of the relationship between Barilla and Art opened, in fact, a new and contemporary chapter, intertwining with Figurative Arts, Italian Filmmaking and Tv, thanks to the involvement of great international directors, actors and testimonials.

A business vision connected with art From the continuous relationships with intellectuals and from an

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CASE HISTORY

increasingly refined personal style, a business vision was born, firmly connected with art, while in parallel the entrepreneur collected multiple works selected on the basis of very personal but very guessed choices, which over the years helped to create what is now the Barilla Collection of Modern Art. Some of the works - exhibited in 1993 at the Magnani Rocca Foundation in Mamiano di Traversetolo, in the province of Parma, and defined as “the sign of an exhibition or an affirmation of power” by Roberto Tassi - from January 2020 to the end of 2021, on the occasion of Parma Italian Capital of Culture 2020, are

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Barilla has always had a strong link with culture opened to the public in the Parmense Pinacoteca Stuard, in an exhibition commissioned by the Municipal Administration of the city and by the Barilla Family. The link with culture is also shown by the Pasta Museum, a tribute to pasta, for being part of the Italian DNA and national culinary and cultural expression. “Life is a combination of pasta and magic” the director

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CASE HISTORY

(after the lockdown) represents a great gift to Italy.

A new vision of the Manifesto del Grano Duro

Federico Fellini said, and starting from the magic of taste, simplicity and history, the illustrated journey takes shape inside the Pasta Museum, one of the eight “Food Museums” scattered throughout the Province of Parma, an exhibition entirely dedicated to the iconic food of Italian cuisine.

With “Grani d’Autore” the company tells the 100% Italian wheat Beyond the Pasta Museum The Museum is divided into ten sections dealing with the historical knowledge, processing, technological production and cultural importance of pasta: a journey through tradition, its changing over time, becoming what we know today and remaining as

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genuine as it was in the past. A section is dedicated to the shapes of pasta, with more than one hundred shapes, defined as “architectures for the mouth”. Not only pasta, but wheat - the raw material of the most loved Italian dish in the world and already the protagonist of the Pasta Museum becomes the privileged subject of another great artistic project today, “Grani D’Autore: dalla semina al raccolto del grano duro Barilla” (from sowing to harvesting Barilla durum wheat). Central planning for Barilla brand during 2021, it is characterized as a journey through the values of pasta made with 100% Italian Selected Durum Wheat and tells, through the language of art, the work of the company for the enhancement of an Italian agricultural supply chain, that must be responsible and sustainable: a cultural contribution responding to a growing need, limited in the past months by stringent regulations, which at the time of the reopening Professional

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The project includes the creation of 11 works by 11 Italian illustrators, international professionals and emerging talents, who told their vision of the Manifesto del Grano Duro Barilla (Barilla Durum Wheat Manifesto) in unique and original illustrations. Through the use of lines, shapes and symbols inspired by the new pasta and by the warm colors of blue, yellow and red, the works recall the sun that ripens the wheat, the blue sky of Italy under which the new pasta was grown, together with the passion of over 8,000 farmers and many people who make it possible to produce classic Barilla pasta made with 100% Italian durum wheat. The authors of the project are the Roman Irene Rinaldi, an illustrator passionate about typographic printing techniques who collaborates with Italian and international magazines and publishing houses; Giulia Conoscenti from Palermo, illustrator, animator and co-founder of the magazine Pelo; the Neapolitan Andrea Boatta, freelance illustrator for various publishing houses, Concept and Background Artist in the world of animation; Celina Elmi, from Florence, illustrator, storyboarder and graphic designer, member of the artistic collective Le Vanvere;

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CASE HISTORY

Emiliano Ponzi, an award-winning native of Ferrara, considered one of the best illustrators of his generation, with collaborations with some of the most important world magazines and international brands; Ale Giorgini, from Vicenza, illustrator and designer who has exhibited all over the world, president and artistic director of Illustri Festival. And again, Massimiliano di Lauro from Lecce, character designer and art director for the animation studio La Testuggine, author of shorts and illustrated books; Alessandro Baronciani from Pesaro, illustrator and cartoonist who works with the main ones Italian publishing houses as an illustrator and writer; Francesco Poroli from Milan, freelance illustrator and art director, with publications in international magazines and newspapers; Elisa Seitzinger from Turin, illustrator, visual artist and professor of morphology and dynamics of the

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image at the IED in Turin; and Cristian Grossi from Parma, fashion illustrator, video artist, creative director of Parma and, since 2008, creative director of the Kreativehouse studio. A team of artists who show the values of a company that has always been close and attentive to art, becoming a supporter, admirer and witness over the years. Each artist represented a point of the

Manifesto del Grano Duro and its values, from sustainability to land, from safety to sharing, together with innovation, tradition, supply chain, responsibility, collaboration and much more. The exhibition, anticipated by an exhibition preview set up outdoors at the Library of the Trees (Gae Aulenti Milan) from 7 to 11 April, was officially inaugurated at the end of April at the Triennale in Milan, in full compliance with the anti Covid regulations and protocols issued by the Authorities in charge, to guarantee the safety of visitors. Another appointment is also planned in Parma in the months to come. The starting point and inspiration of the artistic project is the innovative product and supply chain vision summarized in the Manifesto del Grano Duro, a tenpoint prospectus containing the company's commitments, and its guiding values, for a quality pasta with Italian Durum Wheat and responsibly produced. Paolo Barilla, Group Vice President, explains: “Wheat is the basis of our history and so will be in our future: for us it is not just an ingredient, but a more precious element. Being close to the world of Art adds beauty to something that is very dear to us. Thanks to all the artists who dedicated their emotions to us to tell it”.

A true experience for the visitors The exposition, final point of the project, thanks to its strong immersive element, becomes a true experience for the visitor. The journey, through the 11 artworks, tells a story and welcomes the user, since the entrance, to an atmosphere that evocates the values of the Manifesto, the bond between the land and its inhabitants. A blue sky and white clouds open the exposition, that continues between bands of earns transporting the user in a wheat

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CASE HISTORY

see the artworks in their original static form or in the animated one. The artworks wallpapers are also available for download and reproduction. Here the entire storytelling is expanded, thanks to the possibility to explore the artworks themselves, through the words and bios of the artists and of the curator, and thanks to a real sound experience accessible during the navigation that reproduces the physical experience. Barilla’s attention to culture continues also with an initiative designed for Art spread. To make it accessible for everyone, 5 of the 11 artworks have been transformed into graphics, studied ad hoc for the Barilla packs, available in all the supermarkets, offered to the consumers as little everyday pieces of Art with a sustainable component: the boxes are made of vegetable fiber paper from responsibly managed forests, according to certified standards, and can be completely recycled in the paper chain.

The values of the company are always been close and attentive to art field made of childhood memories and historical traditions. The wheat, real protagonist of the space, center of the artworks, becomes also the heart of the entire setting, that merges and ends in an original Area Experience: a big structure made of blue fabric, reconstruction of the Barilla pasta box, thanks to a game of mirrors inverts the measuring scale of man and product and immerses the visitor in a world of changed proportions; the user is so transported into a unique audio-visual experience that returns the durum wheat memory, raw material symbol of the show.

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The curatorship is headed by the young Maria Vittoria Baravelli: born in Ravenna, living in Milan, she’s a social “art sharer”, art sign and contributor for several national and international newspapers. The curator looked at Barilla and at the project through the unique lens of history, highlighting, with her fresh and contemporary vision, the progress made by the company to get to the result of the pasta made with 100% Italian Selected Durum Wheat. The artistic experience of the show is available also online, on the Barilla website, to give the users (wherever they are) access to a virtual and augmented fruition of the project: besides the artworks, online it is possible to discover the bios of the illustrators, their thoughts, the big themes behind the Artistic Manifesto. The website gives the chance to take part of a guided virtual tour inside the Impluvium of Triennale Milano (setting of the first vernissage), to Professional

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Conclusion “With this project we wanted to translate our messages to immediately accessible images, transforming the pack into a product as iconic as pasta itself, making it a tool able to spread our values and our passion for Art and Beauty” explains Francesco Del Porto, President Region Italy & Global Chief Customer Officer.

April / June 2021



CASE HISTORY

honors her homeland, Sicily, and calls the high protein value, the elevated gluten quality and the golden color of the Italian wheat; Spaghetti n. 5 are enclosed in the artistic box by Andrea Boatta, who represented the variety of Italy, of its climates and types of wheat grown in several regions, celebrating them with the landscape diversity of the “Bel Paese” (3rd step); Penne Rigate n. 73 are protagonist of the vision by Emiliano Ponzi, who tells the environmental sustainability and the respect for Nature, heart of the 5th step of the Manifesto, using images of a rural setting with blu sky and open fields; finally, Mezze Penne Rigate n. 70, through Massimiliano Di Lauro point of view and interpretation, tell the 6th step themes, care and food safety, represented - with surrealistic tones - by a female, maternal figure and by the life cycle of wheat. “Important partner of this process are our clients that, along with us, committed to bring our artistic packs to people, giving great visibility to this initiative in their stores, places that for the occasion are becoming actual daily art galleries, easily accessible in the area. Our commitment is oriented to an increasingly open collaboration with the distribution sector, with the aim to develop common innovative and

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unconventional projects”. As well as the ten shapes of the pasta made with 100% Italian Selected Durum Wheat, redesigned in their geometries to be perfectly suitable for the famous “al dente” cooking, also the Barilla boxes are enriched by lines, symbols and colors, results of the personal experience and sensitivity of those artists who created them to communicate five different themes of the Manifesto. Fusilli n. 98 tell the interpretation, curated by Ale Giorgini, of the project in its entirety. As a common thread, his art piece touches every key concept of the Manifesto: landscape, spike, wheat, human being, family, product; Spaghetti Grossi n. 7 present Giulia Conoscenti’s vision of the 2nd point of the Manifesto, connected to the product quality and to its nutritional value: through the symbolism of the natural elements (sun, sea, wheat) the illustrator Professional

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Cinema, Art, Publicity: these and many more are the fields of expression, information and awareness considered as a natural language by Barilla, a company who made Culture - understood as wisdom and formation of the individual but also, etymologically from Latin, the art of cultivating crops, source of nourishment for People - an essential aim. Barilla Staff

April / June 2021



SUPPLIER NEWS

Bühler fully operational for customer trials

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he Bühler global application center network is up and running. During the last 12 months, Bühler has become particularly adept at performing trials with customers, either virtually or within a carefully managed “bubble”. “Twelve months ago, we asked ourselves if we can do factory acceptance tests and remote

commissioning of lines, then why are we not doing virtual pilot plant trials together?”, says Ian Roberts, Chief Technology Officer at Bühler Group. “In a time of prolific use of digital technologies, there is no reason that our availability should be a bottleneck in the speed of innovation of our customers”. In fact, by utilizing trial data capture, the Bühler Insights

platform, remote visualization and video streaming, and on-site analytical labs, the Bühler teams work together with customers to plan, run, and adjust trials in realtime. Products are then sent for evaluation at customer sites. Although it is more fun to work side by side, the virtual trials are so efficient that Bühler will maintain this option even when travel is easier again.

Inside view of the Food Application Center (FAC) in Minneapolis, US. It was created to develop new food solutions such as flours, snacks, pasta, and plant-based alternative proteins

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April / June 2021



SUPPLIER NEWS

Bühler’s Pasta Application Center in Uzwil, Switzerland

Sandra Lutz, global coordinator of Bühler’s application center network

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For physical trials, when national rules and travel allow, Bühler has excellent practices in place, from rapid testing, to distancing, masks, disinfection, and safe behavior, to create the safest possible work situation. While Bühler’s application labs in China are running at full throttle with close to 100 trials run with customers in March, it is noteworthy that all Bühler application and trainings centers across Europe and the US have run three to five customer trials per week during the same period, many of them remotely. Bühler has a global network of application and training centers in 24 locations. The company will open two more food safe application centers in 2021, with their new joint lab with Givaudan in Singapore opening on April 26, 2021, and their new facility at Deutsches Institut für Lebensmitteltechnik Professional

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e.V. (DIL) in Germany opening in the second half of the year. “This enables us to be close to our customers and to their markets, but also to provide possibilities for virtual collaboration in the same language and frequently the same time zone”, says Sandra Lutz, global coordinator of Bühler’s application center network. “We invite our customers and partners to get in touch with us. Your local Bühler sales offices are there to support you to organize this”. Bühler invites customers, partners, and start-ups to use Bühler’s global network of application centers as a joint playground to inspire and innovate. They can be used to validate and improve processes, get trainings on the latest technologies, and to co-create new products together with Bühler.

April / June 2021



SUPPLIER NEWS

Sarp: not only fresh pasta!

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arp always tries to be careful and constantly upto-date on the fresh pasta sector, in particular on the fresh pasta, to offer machinery that guarantees industrial production and long product shelf-life. Sarp is focused not only in flat fresh pasta (tagliatelle, linguine, etc.) and lasagna lines, but also in stuffed pasta and ready meals complete lines, combining sometimes the treatments of precooking and cooking and freezing systems.

For all types of fresh pasta, Sarp machines are in stainless steel, designed in such a way that they can be dismantled, or easily maintained, for optimal sanitation of the single components. The production capacity varies according to the production of your business, Sarp can design a machine that supports up to 2,000 kg of pasta per hour. Sarp industrial machinery for fresh pasta works with all types of flour: raw or pre-cooked, with or without gluten or special flours.

The company implements the preexisting machines in your company, studying the correct optimization of the production line or providing special systems suitable for processing the requested flour. The systems for fresh pasta that Sarp designes have the aim of obtaining a combined high shelflife, without carrying out the drying process, with the heat treatment of fresh pasta, both filled and flat. The shelf-life varies according to the treatments to which the

Freezing line for stuffed pasta

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April / June 2021



SUPPLIER NEWS

Lasagna and ready meals production and processing line

Tagliatelle and lasagna line

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product is subjected: • the deadline is about 60 days if pasteurized, cooled, and packaged in MAP (Modified Atmosphere Packaging), or in an optimized atmosphere. It is a question of replacing oxygen with a mixture of gas which favors the maintenance of perishable materials. • edibility lasts up to 4-5 months if subjected to pasteurization and cooling once packaged. • the products can last longer if we combine treatments as precooking or cooking and obviously if we add the freezing system with the Sarp spiral at the end of the process. Professional

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Why choose Sarp? For a Made in Italy pasta, Sarp believes that it takes passion and customized designs for production, which protects the quality of the final product with innovative solutions that can be adapted to the needs of every type of company. For thirty years Sarp has been working to customize each system using a methodology that includes an inspection, an analysis of the business, listening to your needs for change and growth, and, finally, creating the right machine to satisfy them. Sarp can provide for you with the complete line that is entirely produced on site. From mixers to extruders, from cookers to spirals, Sarp can supply the whole range of equipment that fit your production. More info on www.sarp.it

April / June 2021



SUPPLIER NEWS

The Storci’s ravioli forming machine with patented dosing system

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illed pasta: two words that call to mind feelings well settled in the culinary traditions of our Country as we are, in fact, great admirers and consumers of this kind of pasta. Consequently, the manufacturing factories are more and more attentive to the quality of the product to be offered to a demanding clientele.From the strictly artisanal production perspective, consisting of small quantities, it is no problem manufacturing pasta with a well dosed, tasty, soft and creamy filling. The sore points, instead, come from the industrial point of view and everything becomes more difficult. During the filling distribution phase, the current dosing systems work at their best only if the filling is rather “dry” and to do so, the manufacturer is often forced to add low quality ingredients such as breadcrumbs or potato flakes; this results in a reduction of the quality that is not only perceptible to the taste but also noticeable in the ingredients

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label. It is a longstanding problem that has led Storci to create a prototype destined to manufacture double-sheet ravioli with creamy and soft filling. Thus, here is the first ravioli forming machine, fully made by Storci with a patented, cutting-edge dosing system, able to distribute a creamy filling discontinuously dosed, in sync with the forming rollers, without “smearing” the sheet. The new high-speed dosing system can reach 150/180 dosing operations per minute, 3 per second, with a total electronic monitoring of times and phases by means of PLC and touch-screen panel. It is suitable not only for homogeneous and soft fillings but also for stuffing with parts of ingredients, such as shrimp, spinach and Professional

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mozzarella, to meet the most recent trends of fresh gourmet pasta market that can generally be purchased only in delis. The system is mounted onto a stainless steel wheeled frame that can be easily detached from the main body of the machine and moved to the washing room for cleaning and sanitization. There is still a flurry of activity about this prototype to test some parameters that are essential for a Storci’s machine: the mechanical reliability for industrial productions, since these are machines working 24 hours/day, as well as the improvements referred to hygiene and cleaning. In conclusion, Storci is a guarantee, from the design to the actualization phase.

April / June 2021



HISTORICAL NEWS

The Macaroni Line

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any immigrants from around the world helped pave the path into the heart of America. Some visionaries saw this path as one forged in iron and sweat, including the experienced railroad man and international business tycoon Count Giuseppe Telfener of Foggia, Italy.1 Count Telfener, who purportedly became the wealthiest man in Italy, developed an ambitious plan to connect Texas and Mexico by rail.2-3 His moto was, "Work Honors Man" and a team of capable workers was a key part of his plan.4 In 1881, with financing in place, Count Telfener called upon his countrymen to serve as the "gandy dancers", or the section hands that

laid the iron track.5 Twelve hundred Italians, mostly from Lombardy, answered the call, and Count Telfener paid for their passage to America.6 Along with their iron will, these men brought with them macaroni, their favorite food. Indeed, macaroni fueled these railroad workers as they braved the American frontier, and laid down 91 miles (146 kilometers) of track between Rosenberg and Victoria, Texas.7 Crates holding 20 to 40 pounds of macaroni were brought in along with other provisions, and the workers used the wood from the empty crates to make temporary shelters.8 On July 4th, 1882, the work was done and to celebrate the opening of the

new line, Count Telfener rode on a train in to Victoria to much fanfare and possibly even enjoyed a good bowl of "chili mac" or some version of locally prepared pasta.9 This rail line is known to this day as the "Macaroni Line" in honor of the men who built it and the food they ate. Beyond showing the type of true grit seen in a classic "Spaghetti Western", these ItalianAmericans helped spread pasta to the West. Some of the towns along the route are named for Count Telfener and his family, and many of the descendants from these rail workers from Italy still live in this region.10 Leonard J. DeFrancisci National Pasta Association History Committee

Beasley Depot on the "Macaroni Line". Courtesy of the Fort Bend History Association, Richmond, Texas.

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HISTORICAL NEWS

Notes

Advocate, 127th year, number 356 (April 29, 1973), 6A.

Victoria, Texas, 143rd year, number 260 (January 22, 1989), 5A.

1. "Mr. Stanley", The Times, London, number 29,153 (January 16, 1878), 5.

5. Lana Sweeten-Shults, "Macaroni Line filled a rail need in Texas", The Victoria Advocate, 151st year, number 1 (May 8, 1996), section I page 10.

2. "Martino-Telfener Wedding", The New York Times, volume LII, number 16,663 (June 2, 1903), 9.

6. W. Phil Hewitt (principal researcher), The Italian Texans, The University of Texas, Institute of Texan Cultures at San Antonio (1973, revised 1994), 12.

3. Bill Walraven, "Uriah Lott, Railroad Builder", Corpus Christi Caller-Times, Corpus Christi, Texas, volume 30, number 12 (January 18, 1959), 10-J.

7. Tom E. Fite, "Macaroni Railroad's Boilers 'Fired' Again By Photographs, Talk", The Victoria

4. "Founders Honored In Church's Window", The Victoria Advocate,

8. Haddley Jones, "Worker's food gave Macaroni Line its name", The Victoria Advocate, 158th year, number 192 (November 15, 2003), 4A. 9. Henry Wolff Jr., "Macaroni Line connected community to the world", The Victoria Advocate, 157th year, number 185 (November 8, 2002), 4A. 10. Ibid.

ADVERTISER INDEX AL.MA www.almapackaging.com

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