Flour (the Greek word comes from alétho, αλέθω 'to grind'). As elsewhere, Greek shoppers have numerous types to choose from, including hard (high in protein and gluten) and soft (low in protein).
Some food historians believe the ancient Greeks were so clever because they rarely ate wheat flour; their bread was made with spelt or barley.
Φαρίνα (farína, Italian for flour) is another word you might see, as in the excellent flours from Thráki.
αλεύρι χρυσό (alévri chrysó): golden flour for making tsouréki
αλεύρι ειδικό για τηγάνισμα (alévri idikó yia tigánisma): flour designed for frying
Image by Angelo Amboldi