date:Apr 14, 2014
In the end of the '60s, Flora introduced for the first time in Italy the Parboiling process, allowing Italian families to have a rice that would never get overcooked. The innovation earned Flora a long leadership in the newly created Parboiled (partially boiled) rice segment.
In recent years, despite having diversified its offerings with several high-quality rice types, the brand was still being associated mainly to its best selling product. The Company hired the Milan based agency Break in ord