Inside the Flour Company Supplying America’s Sudden Baking Obsession

In Marker

A bag of King Arthur Flour propped up next to a baguette, eggs, and a whisk.

How King Arthur Flour found itself in the unlikely crosshairs of a pandemic

From my article in Marker, posted May 20, 2020

Baking bread was a regular family affair in Linda Ely’s childhood home, leaving her with a lifelong bread-baking habit and some powerful memories. “I think of my family every single time I bake,” she says.

Ely has been able to pay some of that gift forward to the thousands of people she has advised over the Baker’s Hotline run by the company she works for — and is to a tiny degree a part-owner of — King Arthur Flour. But in early March, Ely noticed a change in the questions. Partly it was an increase in the sheer number of calls, a jump that seemed more sudden and pronounced than the normal mild pre-Easter build-up. But even stranger was how many of the callers seemed, well, clueless. How do you tell if bread is done? Do I really need yeast? And strangest of all: What can I use instead of flour?….Read more

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