King Arthur Baking Hosts People of Color Baking Contest

In a bid to "foster greater inclusivity," King Arthur Baking Company is hosting a competition that discriminates against white contestants by barring them from entering.

The Vermont-based company is partnering on Baking Pitchfest 2024 with Project Potluck, which describes itself as "the largest professional community inclusively for People of Color (POC) in Consumer Packaged Goods."

On its website, Project Potluck invites people of color to "become a member for free," while asking those who don't meet the criteria to "learn how to support us."

King Arthur Baking defines its use of the term "people of color" as "Asian or Pacific Islander; Black or African American; Hispanic or Latinx; Indigenous or Native American; Middle Eastern or North African."

The baking competition is reportedly designed to provide "equitable opportunities for People of Color entrepreneurs," and winners will receive "financial support, brand exposure and mentorship to help accelerate their businesses."

The contest is divided into two categories, according to King Arthur: one focused on bakeries and the other on baking products.

According to BakingBusiness.com, in order to be eligible, "individuals and businesses must be POC-led and members of Project Potluck, with a straightforward membership process for interested POC individuals." The product category is open to non-white candidates nationwide, but the bakery category is only open to "person of color led" businesses in Washington state and Connecticut, Maine, Massachusetts, New Hampshire, New York, Rhode Island and Vermont.

Molly Lawrence, corporate social responsibility manager at King Arthur Baking, said, "Pitchfest 2024 is a testament to our commitment to fostering a more inclusive baking community and empowering creative POC leaders in the industry."

Project Potluck Executive Director Kathleen Casanova said it's important to expand the diversity of voices within the baking industry.

"Baking Pitchfest 2024 is more than a competition; it's a platform for empowering People of Color to break barriers and redefine the narrative in baking," Casanova said.

The grand prize winner of the baking contest will receive a $10,000 cash prize, "brand-building exposure through features on King Arthur Baking marketing," as well as one-on-one business consulting and a free membership to the Bread Bakers Guild of America.

King Arthur apparently took down the page advertising the contest and the baking company has since been blasted online by customers.

"I will NEVER use King Arthur racist flour," Madame DeFarge wrote in a post on X. "Disgusting. Too bad for them as my one woman baking business is growing. King Arthur Baking Company, you are getting the @budlight treatment. I am so angry right now. My breads and cakes aren't worthy of their support?"

An X account called Poodle Mom said she emailed King Arthur "about them excluding white people from their competition." She then posted a screenshot of what she said was the company's response, in which a customer service representative named Amy said she was "sorry to hear that this doesn't sit well with you."

"Please know that we'll be here and hope there'll come a day when you feel ready to rejoin our community," Amy wrote.

"Racism is racism," Sandman MD posted on X. "Looking at you King Arthur Baking Company. Those that claim this is only natural, as, 'it's just the pendulum swinging the other way,' remember, unless the pendulum is stopped, it'll swing back in the opposite direction. I don't want a pendulum, and ultimately, no one should. Revenge/Counter revenge isn't good for anyone."

The application process for the competition runs from Jan. 2 through Feb. 10.