On March 20, World Flour Day will be celebrated. This year’s motto will be “White Gold: A tribute to flour heroes all over the world”.
World Flour Day 2021 highlights the vital contribution of farmers, millers, transporters, bakers and many other flour heroes who have maintained a steady supply of the “white gold” under extremely challenging conditions.
South Amman Mill is Jordan’s biggest flour mill. During the COVID-19 crisis, it was faced with an unprecedented surge in flour demand. Empty shelves and long queues due to panic buying, a shift from bulk to retail customers, as well as strict regulations for social distancing put South Amman Mill to a severe test. Despite these and other challenges, the mill was able to satisfy the high demand without raising prices and even established an online delivery service for the white gold.