King Arthur Flour Is Getting Boycotted—After Conservatives Discover It Has a Baking Program for People of Color

King Arthur Baking Company is coming under fire from conservatives for holding a competition exclusively for people of color-owned businesses and brands.

According to the company’s website, “Baking Pitchfest 2024” offers a product edition geared toward baking brands founded and owned by people of color across the U.S., and a bakery edition, which focuses on people of color-owned bakeries in the Northeast and Washington state.

“Half mentorship, half competition, Baking Pitchfest is an accelerator program designed to foster greater inclusivity and creativity in the baking world by providing equitable opportunities for People of Color entrepreneurs,” the website states, adding that winners will receive financial support, mentorship, and exposure.

But the initiative has generated outrage amongst conservatives online, who have blasted the competition eligibility rules as discriminatory against white people.

“Only non-whites can enter the competition,” posted one X user. “I’ve bought King Arthur Flour for years. No longer. You just lost a faithful customer.”

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