Ingredients for Success

How the catalog started: Demand from outside of its market for products from parent company King Arthur Flour, coupled with the company’s commitment to the American tradition of home baking, provided the impetus for the introduction of The Baker’s Catalogue in 1990.

“Calls were increasing from people who had previously lived in the New England area,” says Steve Voigt, president of King Arthur Flour, a 213-year-old company. “They’d ask us to send them some flour. It didn’t take too long to see there was a business there.”