King Arthur Flour

National Company King Arthur Flour Upholds Family Tradition and Flourishes With Google

Companies who’ve survived for centuries are few and far between. Founded in 1790, King Arthur Flour is one of them.

“We started as a family-owned flour company 227 years ago. The fact that we’re still selling flour as a major part of our business is amazing,” Bill Tine, vice president of marketing, said.

Today, King Arthur Flour is 100 percent employee-owned. They sell their signature flours and baking mixes directly to consumers online and wholesale to 5,000 U.S. retailers. They also run a local bakery and café, have two baking schools in Vermont and Washington state, and are a major content producer for bakers across America.

“We’ve really grown into a national company that focuses on all things baking,” Bill remarked. “Our consumers’ experience via our website, social media and email marketing have been a huge part of that growth.”

“We hope to reach half of all baking households in the U.S. within the next couple of years. And we plan to do it through the web.”

Bill Tine, vice president of marketing

Since getting online in 1996, the historic New England company has flourished. Their website has evolved into an e-commerce store as well as a popular baking recipe destination, drawing over 20 million unique visitors a year.

“We want to have a direct relationship with bakers in the U.S.,” Bill said. “That starts with people buying from us directly. And 85 percent of that happens online.”

AdWords, Google’s advertising program, brings in 20 percent of their e-commerce revenue. Google Analytics provides them with the data to better understand and meet the needs of their customers. They use social media, including YouTube, to share baking tips and other goodies.

“We also use Google Trends to look at seasonality and guide our product research and content planning,” Aime Mason, director of digital and content marketing, said.

King Arthur Flour has 375 employees.

Sign Up: Receive the StartupNation newsletter!

From their unbleached and unbromated flours to their whole wheat breads, King Arthur Flour is proud to be, as Bill describes, “number one in most product categories that we sell in.” They were named one of the 2016 Best Places to Work in Vermont. Their Bake for Good program teaches thousands of kids how to bake and also encourages them to “bake it forward.” And they hope to soon be the first resource all bakers turn to for advice, inspiration and education.

“Whether you’re a kid making bread for the first time or an expert struggling with a new technique, we want to help you have the best experience possible,” Bill said. “That’s what we strive for. To have a meaningful impact on our bakers, and to save the world, one recipe at a time.”

For more information on the King Arthur Flour case study, visit

Content provided by Google.

Previous Article

8 Fears All New Entrepreneurs Must Understand and Overcome

Next Article
trade secrets

Identifying and Protecting Trade Secrets for Young Companies

Related Posts
Read More

The Role of a Recruiter and HR in Small Business

You’ve launched your business and it’s humming along. Like most entrepreneurs, you wear plenty of hats, including chief human resources (HR) and recruitment officer. Here’s the problem, though: You can’t handle all your employee-related responsibilities forever. If you do, you could find yourself in trouble. The issue isn’t just that you’re going to spread yourself...
Read More

Don’t Quit and Other Lessons from a Wantrepreneur Turned Entrepreneur

I’ve tried many businesses and side hustles over the past 15 years. I’ve mowed lawns, was a DJ at weddings, negotiated real estate deals, started an e-commerce business, and many others. Some of those endeavors made me money, but others didn’t. Now I have a successful digital marketing agency. People often ask me how I...
payroll loan
Read More

The Best Business Loans to Help with Payroll

When faced with the unexpected, coming up with the capital needed to pay employees on time can be challenging. While it’s important to budget and allocate cash accordingly, financial challenges and unplanned costs are common for all businesses. The good news is, there are a variety of small business lending options that can provide you...
fund your startup
Read More

Top 10 Ways to Fund Your Startup

Deciding to start a new business is exciting, but it can be tough to maintain that eagerness throughout the journey, especially when it comes to finding funding for your startup. Funding for any business can be challenging, but for startups, it’s notably more difficult. This is because many traditional business loans require at least one...