The article highlights the ongoing discussion at the Durum Days 2024 event regarding the upcoming durum wheat campaign in Italy and the global outlook for durum wheat production. With a expected decline in cultivation surfaces and adverse weather in the South, quality will be crucial to meet production goals. Internationally, countries like Canada, the United States, Turkey, and Russia are expected to increase production, while the European Union and North Africa may see decreases. The article also touches on the potential conflict between farmers and industrialists over production, prices, and origins of durum wheat. A call for innovation and the use of certified seeds to improve quality and traceability in the Italian durum wheat sector was emphasized by Andrea Demontis, president of the Assosementi Makers Section.