Is baking the new baseball - a podcast by WHRO Public Media

What’s going on in your house? Apparently, it’s baking! And companies reaping the rewards of a national baking frenzy include King Arthur Flour. The premium-priced brand said its sales of flour were up more than two thousand percent year-over-year, six point six million bags in March. Karen Colberg, company co-CEO, told Yahoo Finance, “… baking is the new baseball, it’s become the national pastime.” All baking ingredients saw increases in demand. Adweek says sales of baking yeast quadrupled, baking powder tripled and sugar sales nearly doubled. King Arthur has benefited from adopting a digital marketing strategy several years ago. Recently, they introduced The Isolation Show on Facebook, with tips and original recipes, live chat for novice bakers, and an online store. Yup, online marketing works for a product as simple as flour. To learn more, visit odu.edu/business. This Strome Business Minute is presented by the Strome College of Business at Old Dominion University.

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