King Arthur Flour Launches New Online Community for Bakers

Employee-Owned Company's "Baking Circle" Brings Together People Who Bake

America's oldest flour company has launched a new online baking community where baking enthusiasts can connect with their peers to share and discuss baking challenges, tips, and recipes.

The Baking Circle at features user-generated discussions, recipes, and photos; plus videos, events, and other news from King Arthur Flour. Community members have badges clearly indicating whether they are members, King Arthur Flour employee-owners, or King Arthur Flour bakers. The community is integrated with blog comments, and recipe and product ratings and reviews, tying a user's profile into all conversational activity happening on the site. And community members can speak directly to each other on their profile pages, helping to forge personal connections around baking.

"People who love food love to talk about it. Our community site gives people a friendly, welcoming place to ask questions, share favorite recipes, and just generally connect with one another over baking," says web producer P.J. Hamel. "Bakers seem to be an especially engaged bunch. Some community members are visiting numerous times a day to post tips, answer questions, or join wide-ranging discussions covering everything from techniques for the crispiest bread crust, to why raisins sink to the bottom of muffins. We jump in regularly to offer information, but other than that, it's pretty much hands-off. This is a King Arthur community site, with the emphasis on community; we want the users to take the initiative in growing it. And truth be told, we get a lot out of simply listening. The more we know about what our customers like and want and need, the better we're able to serve them."

The Baking Circle launched on July 30 and already has hundreds of discussions and recipes posted. The community is already contributing 2% of total site traffic on

Founded in Boston in 1790, King Arthur Flour is America's oldest flour company, known nationwide for the purity and consistency of its flours for the home and professional baker. Information, products, an online baking community, and over 1,200 free recipes are available at, which was recognized in both the 2010 and 2009 MCM Awards from the Direct Marketing Association and Multichannel Merchant, and was named one of Internet Retailer's Hot 100 retail websites for 2009. King Arthur Flour has been employee-owned since 1996.