Titanium flat product is produced by passing a titanium powder green flat material through a pre-heating station and heated under a protective atmosphere to a temperature at least sufficient for hot rolling. The pre-heated flat material then is passed through a rolling station while still under a protective atmosphere and hot rolled to produce a hot rolled flat product of a required level of hot densification. The hot rolled flat product is passed through a cooling station while still under a protective atmosphere, and cooled to a temperature at which it can be passed out of a protective atmosphere. In the process, the hot rolling provides the predominant hot densification mechanism involved.