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Employee-owned company builds community through baking
June 10, 2009 – Norwich, Vt. – King Arthur Flour gave
away more than 5,000 bags of flour in less than 24 hours
through its recent Bake2Share campaign, furthering the
company’s mission to build community through baking.
Through the Bake2Share campaign, King Arthur Flour
gave 5,218 free 2-pound bags of Unbleached All-Purpose
Flour to home bakers interested in baking, sharing their
baked goods with people in their community, and telling
their Bake2Share story on the company’s Web site,
www.kingarthurflour.com/bake2share. The company also
provided a set of three recipes – English Muffin Toasting
Bread, Blueberry Muffins, and Chocolate Chip Cookies
– that could be made using the bag of flour.
“It’s part of King Arthur Flour’s mission to inspire
community-building through baking. When we bake and
share, we forge honest, caring connections that help create
and sustain a vibrant community,” says P.J. Hamel, senior
writer and editor at King Arthur Flour. “We launched this
campaign to encourage baking as a creative and generous
use of your time. Especially in this economic climate, you
save money by baking your own, and you always share
what you bake – you never eat alone. Baking and giving
go hand in hand. So you’re helping to sustain your
community, starting with your family, spreading to your
work community, your neighborhood, or even the greater
community, through shelters, food banks, and more.”
The campaign was emailed at about 4:30 p.m. Tuesday,
May 26, to 73,000 of the company’s best customers; by
11 a.m. the following day, the allotment of 5,000 bags –
and more – was gone. Because of the campaign’s viral
spread, about 75% of the bags went to people who did
not receive the original email offer.
To view the Bake2Share stories and recipes, visit
www.kingarthurflour.com/bake2share.
King Arthur Flour is not only the nation’s oldest flour
company, it is the single largest educator of home bakers
in the world. Founded in 1790 and employee-owned since
1996, the company is committed to taking good care of
its community and the environment. King Arthur Flour’s
fundamental mission is to be an education and product
resource for, and inspiration to, bakers worldwide. More
information is available at www.kingarthurflour.com.
King Arthur Flour Gives
Away 5,000 Bags of Flour
in Bake2Share Campaign