King Arthur Baking Company, in an effort to promote inclusivity, has launched a competition that exclusively welcomes non-white participants, thereby excluding white individuals from entry.
Partnering with Project Potluck, a prominent professional community specifically for People of Color (POC) in the Consumer Packaged Goods industry, the Vermont-based baking company aims to support diversity. Project Potluck encourages POC to join their community for free, while suggesting ways for others to support their cause on its website.
King Arthur Baking defines “people of color” as individuals who identify as Asian or Pacific Islander; Black or African American; Hispanic or Latinx; Indigenous or Native American; or Middle Eastern or North African.
This baking contest is structured to offer equitable opportunities for entrepreneurs of color, awarding winners financial aid, brand visibility, and mentorship to boost their businesses.
The contest has two categories, as outlined by King Arthur: one targeting bakeries and the other focused on baking products.
BakingBusiness.com notes that eligibility for the contest requires entrants to be POC-led and members of Project Potluck. The product category is open to non-white entrants across the nation, while the bakery category is restricted to POC-led businesses in specific Northeastern states and Washington state.
Molly Lawrence, corporate social responsibility manager at King Arthur Baking, expressed that “Pitchfest 2024 exemplifies our dedication to nurturing an inclusive baking community and supporting innovative POC leaders in the field.”
Project Potluck Executive Director Kathleen Casanova emphasized the significance of diversifying voices within the baking sector, stating, “Baking Pitchfest 2024 is more than just a contest; it’s a platform for empowering People of Color to overcome obstacles and reshape the baking narrative.”
The grand prize includes a $10,000 cash award, promotional opportunities through King Arthur Baking’s marketing channels, business consulting, and a complimentary membership to the Bread Bakers Guild of America.
Following some backlash, King Arthur seemingly removed the contest’s webpage, leading to criticism from some customers online.
One customer, Madame DeFarge, expressed disappointment on platform X, stating, “I will NEVER use King Arthur racist flour. Disgusting. My growing baking business will not be supported by them?”
Another user, Poodle Mom, shared her communication with King Arthur’s customer service, where representative Amy responded, “I’m sorry this doesn’t resonate with you. We hope you’ll reconsider joining our community in the future.”
Sandman MD, another user on X, commented, “Racism is racism, no matter the target. Advocating for ‘pendulum swings’ in either direction isn’t productive. True progress requires moving beyond revenge and counter-revenge.”
The application period for this competition is set from January 2 to February 10.
