1790-founded King Arthur Baking Co. experienced a six-fold demand increase during the pandemic, focusing on bread flour and leveraging its mail-order business and online recipes.

America's oldest flour company, King Arthur Baking Co., founded in 1790, faced a six-fold increase in demand during the pandemic, prompting it to adapt by focusing on in-demand items like bread flour. CEO Karen Colberg, formerly from Gap Inc., utilized the company's strengths, such as its long-established mail-order business and online recipe sharing, to maintain trust with bakers. Home baking interest remains high post-pandemic, with bakers experimenting with complex ingredients.

July 08, 2024
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