Milling & Baking News - July 28, 2020 - 13

Business

King Arthur Flour rebrands as
King Arthur Baking Co.
NORWICH, VT. - King Arthur Flour,
the United States' oldest flour company, has rebranded to become King
Arthur Baking Co., reflecting its identity of being "a company of bakers
who believe in the power of baking to
forge community and bring joy," King
Arthur said.
"King Arthur has always been a
baking company at heart," said Karen
Colberg, co-chief executive officer of
King Arthur Baking Co. "The rebrand
reaffirms our belief in the power of
baking, and our commitment to inspiring bakers through every single
touchpoint, including our teaching
and our products. Our mission is
rooted in building stronger communities, fostering the connections that
come from baking and sharing. The
new positioning as a baking company
will enable us to continue to grow and
welcome all bakers, from passionate
lifelong bakers to beginners."
The result of an 18-month brand research and creative strategy process,

King Arthur's moniker makeover includes a new logo, which features a
wheat crown to celebrate the brand's
commitment to baking.
"We set out to design a logo that's
equal parts premium, authentic and
joyful to reflect the essence of the

PRNEWSWIRE

brand and strengthen the emotional
connection bakers have with us," said
Ruth Perkins, senior creative director
at King Arthur Baking Co. "The logo,
combined with our name change, harnesses who we are. We are bakers and

New CSR report lays groundwork for
Ardent Mills sustainability goals
DENVER - Ardent Mills is expanding on its sustainability initiatives with
the launch of a new corporate social responsibility program and the publication of its fiscal year 2020 CSR report.
Ardent Mills said the report lays
the groundwork for sustainable development goals in three key pillars:
nutrition, people and sustainability.
In addition, the report identifies the
company's goal to have 50% of Ardent
Mills' US electricity usage be powered
by renewable sources by 2025.
"I'm proud of the great progress
we've made growing our social and
sustainability efforts," said Phoenix
Dugger, manager of CSR at Ardent
Mills. Mr. Dugger was named to the
newly created post in October 2019.
"This newly developed program reflects our holistic commitment to bring
positive change to the ingredient industry, while meeting the needs of our
customers, consumers, communities
and environment in everything we do."
Through its nutrition pillar, Ardent
Mills said it aims to bring to life its
vision of being the trusted partner
in nurturing its customers, consumers and communities. Included in the
bakingbusiness.com / world-grain.com

pillar are its efforts to raise awareness
around food insecurity, donating to
local food banks across the United
States, Canada and Puerto Rico in
the midst of the COVID-19 pandemic, and teaching future generations
about the world of agriculture.
Since 2015, Ardent Mills has hosted a charity golf tournament and silent auction for the Food Bank of the

Rockies. While the tournament was
canceled this year due to COVID-19,
financial assistance was even more
critical since food demand more than
doubled, Ardent Mills said. To help
tackle the food shortage, Ardent Mills
donated $250,000, which provided 1
million meals.
In the people pillar, Ardent Mills
said it has set out to work hard to
provide tools and resources to people
and communities in agri-business.
The company said it has made it a
priority to leverage its network to provide development and engagement

we revel in the joy of baking."
The refreshed logo and company
name will appear on new product packaging rolling out in stores
throughout the fall.
Founded in 1790, King Arthur initially was created as a flour company.
Over the past 200-plus years, the company has evolved into a broader baking resource, providing bakers with
hundreds of ingredients, baking mixes, and tools, including a library of free
recipes and resources. More recently,
King Arthur has ramped up efforts to
reach consumers during the coronavirus pandemic, placing an enhanced
focus on its already robust baking education resources, refreshing its digital
presence to better engage bakers and
fulfill direct to consumer sales, and introducing a new 3-lb bag of flour to get
product to consumers faster.
To celebrate the rebranding, King
Arthur said it is launching the Bake
Joy campaign. As part of the campaign, consumers may share photos
of their baking creations with Bake Joy
GIFs and stickers on social media or
try out the new Crown filter on Facebook and Instagram. MBN
opportunities for the next generation.
Highlights of the people pillar include Ardent Mills' support of Agriculture Future of America, promotion
of the Future Farmers of America,
building healthy lifestyles with the
Boys and Girls Clubs of Metro Denver,
and learning life skills with National
Agriculture in the Classroom.
The third and final pillar of Ardent
Mills' CSR program is sustainability.
The company said it seeks to protect
the long-term viability of the food system and supply chain, and by focusing on agriculture, transportation and
logistics, procurement and operations
it hopes to reduce inefficiency, support
customer goals, improve sustainability and positively impact the communities where it has operations.
Ardent Mills said its first public renewable energy goal is to make 50%
of its US electricity usage powered by
renewable sources by 2025. The company said it is working to achieve the
goal through a mix of projects, including directly sourcing renewable energy and retaining project-specific renewable energy credits (RECs), engaging in community solar projects, and
purchasing replacement RECs to support green claims. Ardent Mills said it
is only purchasing RECs to support its
50% goal when necessary. MBN
Milling & Baking News

July 28, 2020 / 13


http://www.bakingbusiness.com http://www.world-grain.com

Milling & Baking News - July 28, 2020

Table of Contents for the Digital Edition of Milling & Baking News - July 28, 2020

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