King Arthur Flour, Now King Arthur Baking Company, Rebrands to Celebrate Commitment to Baking

King Arthur Baking Company ^ | July 20, 2020

[ConservativeStatement]

NORWICH, Vt., July 20, 2020 /PRNewswire/ -- The country's oldest flour company is now King Arthur Baking Company. The rebrand of King Arthur Flour reflects what the company has always been: a company of bakers who believe in the power of baking to forge community and bring joy. The new logo, which features a wheat crown, celebrates the brand's commitment to baking.

[Steve_Seattle]

" . . . a company of bakers who believe in the power of baking to forge community and bring joy."

To expand on my previous "barf," it sounds like they are virtue-signaling the idea that they are not just a business, but a dynamic and "vibrant" part of "the community," even "the movement," which is one more step in the direction of left-wing fascism, i.e., the idea that all business must somehow be committed to a totalitarian fusion of business, government, private life, and the individual imagination.

Indeed, the notion that there can or should be anything "private" or individual will become a thought that cannot be thought, an idea that cannot be spoken, and - if spoken - quickly and decisively punished.

[\/\/ayne]

They “bring joy” to non-BLM endorsing competitors.

[mylife]

Loved that show break out the TDK tapes

[aMorePerfectUnion]

One place to get un tomatoes flours...

[chajin]

I would make a rye comment, but it would be the yeast I can do.

[metmom]

They are based in VT.

People from Vermont are, shall we say, eccentric?

At the very least.

Flaming, crazy liberals, but overall nice.

I don’t see the point in the name change, though.

[goodnesswins]

Yep...I love their Choc chips...but quit ordering anything from them.

[mewzilla]

Try here...

https://pleasanthillgrain.com/saf-red-label-yeast

:-)

[Maris Crane]

You can bet that little donation had something to do with changing the name of the Brand.

Oh yeah!

[rfp1234]

Lots of great rock concerts with that sponsor.

[BeauBo]

Old Logo - a white man (apparently unrepentant) and a Cross:

New Logo - cancelling of offensive triggering white men or crosses:

[Rio]

Bob’s Red Mill also has yeast.
(and the best flour, IMO)

https://www.bobsredmill.com/active-dry-yeast.html

[mewzilla]

I wonder if they’re gonna get rid of the suit of armor in their visitor center, too...

[rllngrk33]

Oh Joy! Another company who has to show me how woke it is. I guess I’ll have to boycott their products now. Not that I ever bought their staff.

[rllngrk33]

staff=stuff

[EinNYC]

I bake a lot. There’s not much difference in the flour, but their recipes are great.

I have always loved King Arthur flour. It's very high quality and their phone-up baking consultants helped me to absolutely perfect my whole wheat bread. I don't know why they felt a need to change their name or pander to the Marxist animals. It's rather sad, as I associate flour with the heart of America.

[coaster123]

Learn how to capture yeast in the wild or with fruit. Easy.

[DuncanWaring]

Virulently woke, and have been for years.

[b4me]

weird looking crown, wonder if there is something else it means?

[ReaganGeneration2]