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There is an exhibition (free) in Rome that takes us back in time. On the occasion of its 50th anniversary, Mulino Bianco is celebrating its history with an immersive exhibition, staged at the Ministry of Enterprise and Made in Italy (MIMIT). The exhibition, titled “Mulino Bianco: 50 Years of History Between Tradition and Innovation,” traces the evolution of the brand from 1975 to the present day, drawing on the Barilla Group’s rich historical archives.
What to see in the free exhibition
It is a tender journey through Italian breakfast. The exhibition showcases the products that have shaped the Italians’ imagination of breakfast and snacking. As far back as 1975, the brand made a name for itself with the revolutionary idea of focusing on authenticity, launching the first protagonists such as Tarallucci, Macine, Galletti and Campagnole (still on sale). Over time, the offerings expanded with snack classics (Crostatine, Tegolini, Soldino) and products that changed table habits, such as Pan Bauletto and PanCarré, bringing lasting freshness and softness.
In addition to the products, the exhibition is a true plunge into collective memory through:
Advertising Campaigns: from the first Caroselli dedicated to rural life, to the adventures of the Little White Miller and the famous series directed by Giuseppe Tornatore and set to music by Ennio Morricone, which fixed in the imagination the ideal of family happiness in contact with nature. Collectibles: space of honor for objects from the famous point collections. Visitors will be able to admire the legendary “Coccio” (the mug inspired by the peasant tradition that in ’78 prompted millions of Italians to collect “ears of corn”), the “Mulino Sveglia” and, above all, the Sorpresine from the 1980s and 1990s.
A key section is devoted to the “Mill Charter,” the specification for sustainable cultivation of soft wheat. The result of collaboration with scientific and environmental bodies (such as WWF Italy, the University of Bologna and CNR-IBE), this regulation establishes 10 rules to promote biodiversity, protect pollinating insects and reduce the use of chemicals, incorporating regenerative agriculture as a pillar of the production model. Minister Adolfo Urso praised Mulino Bianco as an “excellence” and “champion” of the agrifood sector, a pillar of Made in Italy.
📍 Address: via Vittorio Veneto 33, Rome
🗓️ Closing Date: through Oct. 30 🗓️
💰 Cost: Free and free admission 🆓
⏰ Weekday Hours: 5 p.m. to 7 p.m. (Monday-Friday)
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