WITTENBURG, GERMANY — The fifth World Flour Day will be March 20 with the motto “World Flour Day – Giving Day,” a campaign of doing good and getting others to do so as well that will focus on millers organizing donations for needy children.

World Flour Day honors an important staple food that has been part of human nutrition and development for millennia and the milling industry. It is a day of recognition, appreciation and hope. This year, organizer FlourWorld Museum is linking this appreciation of the “white gold” with a call for social engagement.

Inspired by the motto “Millers meeting social challenges,” mills across the world are invited to take an active part in the campaign and are encouraged to donate flour to charitable institutions like children’s aid foundations and orphanages. 

This Giving Day campaign not only offers a way to provide practical assistance, but also helps make the invaluable services of millers visible to the public. Every contribution counts – large or small. The FlourWorld Museum will set an example by donating 500 kg of flour.

“Flour is much more than just a staple food,” said Peter Steiner, global head of business unit MC Mühlenchemie, at the initiative of which the museum was founded. “It symbolizes life. With our global charitable initiative, we want to strengthen awareness of the outstanding role the milling industry plays in nutrition. Flour is a staple food and an integral part of cuisines everywhere. It contributes daily to the well-being of billions of people. When we donate flour, we donate life.”

The FlourWorld Museum will present the many initiatives around World Flour Day 2024, which will be the kickoff event on March 20. On and around that day, www.worldflourday.com will publish photos, videos and stories showing how the global milling community helps children in need. These activities also will be posted on social media under #worldflourday.

The website will highlight the global importance of flour and present the varied picture of flour and its future while calling attention to the urgent need to help children around the world.

The date of March 20 was chosen because it is in the middle of the solstice. In the Northern Hemisphere this is the beginning of spring, the time of planting, and in the Southern Hemisphere it marks autumn and harvest. World Flour Day was initiated three years ago and has now become a firm date in the calendars of millers everywhere.