King Arthur Baking Co., the oldest flour company in America, has a rich history dating back to its establishment in 1790 during George Washington’s presidency. When the coronavirus pandemic hit, the company witnessed a sudden six-fold increase in demand for its products, particularly for items like bread flour. The company, based in Norwich, Vermont, had to adapt quickly by managing supply chains and increasing production.
CEO Karen Colberg, who previously worked at Gap Inc., highlighted that King Arthur focused on its strengths during the pandemic. With a strong mail-order business representing 30% of sales and a longstanding online presence for sharing recipes and baking tips, the company was able to build trust with its customers over the years, enabling a smooth response to the surge in demand.
The interest in home baking has continued even after the initial impact of the virus, with bakers now exploring more complex ingredients. King Arthur has observed a significant rise in website traffic for sourdough products compared to the previous year. To capitalize on this trend and expand its market beyond New England, the company plans to open several baking schools across the country, with the first expected to launch in early 2026.
Colberg addressed concerns about inflation affecting the cost of King Arthur’s flours, emphasizing the value they offer, especially for avid bakers seeking consistency and performance. She also discussed the company’s innovation strategy to reduce reliance solely on flour by introducing gluten-free options and convenient bread mix kits.
Reflecting on King Arthur’s unique structure as a 100% employee-owned company since 2004, Colberg highlighted the collaborative and empowering culture it fosters. She underscored the importance of every employee having a stake in the business and the collective spirit of overcoming challenges together, particularly highlighted during the uncertainties of the pandemic.
Having transitioned from sharing the CEO role to becoming the sole CEO in 2023, Colberg shared insights on the co-CEO structure and how it prepared her for leadership. She emphasized the importance of balance, humility, and effective communication in such arrangements, noting that individual traits and the ability to embrace vulnerability are crucial for its success.
