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In a move sparking widespread controversy, Vermont’s King Arthur Baking Company has ignited a firestorm by launching a competition that explicitly excludes white contestants. This initiative, part of their 2024 Baking Pitchfest, is framed as a step towards “fostering greater inclusivity” in the baking industry. However, it has raised serious concerns about reverse discrimination and the fairness of such racial exclusivity.

The competition, which King Arthur Baking describes as an “accelerator program”, is divided into two segments: a product edition and a bakery edition. Both are exclusively open to businesses and bakeries led by individuals who identify as People of Color (POC). This categorization encompasses those who are Asian or Pacific Islander, Black or African American, Hispanic or Latinx, Indigenous or Native American, and Middle Eastern or North African, as per King Arthur Flour’s definitions.

The winners of the bakery edition are promised a grand prize of $10,000, significant brand exposure through King Arthur Baking’s marketing platforms, personalized business consulting, and a complimentary membership to the Bread Bakers Guild of America.

This exclusivity has not gone unnoticed. Following an inquiry from The Daily Wire, King Arthur seemingly removed the webpage promoting the contest. This action comes amidst a broader trend where institutions, from large corporations to Ivy League universities, are adopting policies under the Diversity, Equity, and Inclusion (DEI) banner, which critics argue promote discriminatory practices in the guise of anti-racism.

Molly Lawerence, King Arthur Baking’s corporate social responsibility manager, defends the contest as a commitment to “a more inclusive baking community” and the empowerment of POC leaders in the industry. Similarly, Project Potluck, a partner in the competition, positions itself as a champion for POC in the Consumer Packaged Goods sector, striving to uplift minorities in a predominantly white industry.

However, the decision by King Arthur Baking and Baking Pitchfest to target a specific racial demographic has faced substantial backlash online. Disgruntled customers, including one whose online protest went viral, have expressed their dismay, with some vowing to boycott the company’s products. This incident raises important questions about the balance between promoting diversity and maintaining equality in modern business practices.