Another major baking company just went woke

The King Arthur Baking Company has announced a woke initiative named “Baking Pitchfest 2024,” a competition aimed at offering a unique opportunity for bakeries to receive not only financial backing but also mentorship from established professionals in the field. 

Shelves of flour products inside the King Arthur Baking Company store, Norwich, Vermont. Kenneth C. Zirkel, Wiki Commons.

“Baking Pitchfest 2024” is distinguished by a specific eligibility criterion: it is exclusively open to bakeries owned by “people of color.” Kathleen Casanova, speaking to Baking Business, highlighted the event’s role in “empowering People of Color to break barriers and redefine the narrative in baking.”

This initiative is part of King Arthur’s supposed broader goal to promote inclusivity and innovation in the baking community. Molly Lawrence, the company’s corporate social responsibility manager, emphasized this commitment, stating that “Pitchfest 2024 is a testament to our commitment to fostering a more inclusive baking community and empowering creative POC leaders in the industry.” This approach seeks to address and rectify the underrepresentation of people of color in the baking sector.

King Arthur Baking Co. flour bags: Kenneth C. Zirkel via Wiki Commons.

The decision to limit participation to non-white bakers has been a point of contention, with many who are not racist viewing it as a necessary step towards achieving inclusivity, while others perceive it as exclusionary. The organizers of Baking Pitchfest have claimed that this move is about more than just a competition; it’s about creating a platform that empowers bakers of color and aims to “increase racial and ethnic diversity in the field.”

This move by King Arthur Baking Co. comes years after the Quaker Oats Company’s Aunt Jemima products were canceled and replaced with the vanilla “Pearl Milling Company,” throwing Aunt Jemima, a Black woman, off of their branding. Other companies, such as Land O’Lakes, banished a Native American woman from its packaging, while Uncle Ben’s rice products are being stricken of the Black emblazoned on its signature orange boxes. 

8 thoughts on “Another major baking company just went woke”

  1. Baking pitch black. I used to love King Arthur flour. The only flour that doesn’t use bromine. Brominated flour messes with your thyroid. But I’m so glad I went keto. Lost 30 pounds and I don’t have to buy “woke flour”. anymore!

  2. Seems discriminatory and racist. How are they able to operate like this. Would it be cool if we had an all-white bakery and no blacks were allowed in.

  3. I going to contact the woman responsible for this nonsense and let her know not going to purchase their flour or bakery products. I suggest everyone contact her. her name is in the article.

  4. Stopped using King Arthur flour when it got too expensive. Now don’t bake anymore ingredients too costly. I figure I can last on rice and beans like I did in the seventies- made it through that will make it through this too.

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