2003 - a new form of communication is born: the old family mill becomes Il Laboratorio and is reborn in the form of an interdisciplinary centre to learn dough and proving techniques, and the creation of recipes. This was an idea of Chiara Quaglia, who, at the same time, entrusted Piero Gabrieli with the management of marketing. Together, in the years to come, they would build a brand on a generic, "poor" product, flour, giving it value through training activities, symposiums, on-land and on-line marketing, and by organising events featuring immersive experiences, speaking directly to the end consumer. The starting point: the simple observation that all kind of flours tended to be faceless, ingredients that both the consumer and professional user perceived as generic and replaceable. Flour was considered a stranger with no name on the menus of restaurants, pizzerias, bakeries and pastry shops. From that point, every step forward served to give our ingredient a clear identity, restoring lost values. Today, our flour has a face, a name, and unparalleled goodness.