In the bustling world of baking, getting your timing right can make all the difference between something that earns a Paul Hollywood handshake and a cake that goes in the bin. But, when it comes to making a name for yourself in the baking world, opportunity matters. A lot.
That’s one of the reasons why King Arthur has launched Baking Pitchfest, an accelerator competition for People of Color who own bakeries or those who are looking to grow their baking brand and become a household name.
Think of it like Shark Tank, but where almost all the ideas are edible. Well, most of them. You probably don’t want to gnaw on a loaf pan. The competition opened to applicants on January 2nd and you can apply until February 10th. Keep reading for all the details and how to apply.
What Is Baking Pitchfest?
According to the King Arthur Baking Company, Baking Pitchfest is “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.
Winners receive financial support, brand exposure, and mentorship to help accelerate their businesses.”
For the purpose of this program, they are defining People of Color as “Asian or Pacific Islander; Black or African America; Hispanic or Latinx; Indigenous or Native American; Middle Eastern or North African.”
The accelerator program has two categories: product and bakery.
Product is for bakers who want to get their product into their King Arthur catalog and bakery is for bakery owners to receive up to $10,000 in funding and brand exposure.
As they wrote, “Recognizing the imperative for diversity in the industry, the Pitchfest extends an open hand towards creative minds looking to make their mark. It’s about sharing the art and science of baking through various cultural lenses, enriching the community as a whole.
With the spirit of inclusivity, we watch as participants from different backgrounds come forward with their passion-driven projects, eager to transform their small bakeries into household names.”
This isn’t King Arthur’s first initiative tied to inclusivity. In 2020, they launched the Diversity, Equity, and Inclusion Fund (DEI Fund). Their intent was to “support organizations working to address racial inequity and change the systems which continue to fail Black, Indigenous, and People of Color.”
They’ve also highlighted LGBTQ+ bakers as a part of Pride Month. And, more.
Of course, nonsense humans are getting worked up over this. But, let’s not feed the trolls.
Does King Arthur Have Any Partners for the Program?
For the accelerator program, King Arthur has partnered with Project Potluck, an organization with the mission to empower “People of Color to build successful companies and careers in the Consumer Packaged Goods Industry (CPG).”
This is because “the products we eat, drink and use on our bodies should reflect the diversity of consumers. But CPG founders, leaders and professionals are overwhelmingly white.”
They’ve also partnered with PrepShift, a company dedicated to supporting entrepreneurs within the hospitality space with brand and business development and help setting up systems to efficiently manage their daily operations.
Who Is Eligible for the Baking Pitchfest?
1. Product Edition Eligibility
This is for bakers who have a baking product idea. These include consumable and non-consumables, so products like baking mixes, pre-packaged cookies, and silicone baking molds, would all count.
The product must be currently in production as you will need to provide proof of sale. If you’re submitting a consumable good (like a cookie), it must have a shelf life and lot code.
Here are the product eligibility requirements:
- Person of Color led business
- Project Potluck community member. (Join here for free if you are a Person of Color)
- Product must be baking related included consumables and non-consumables
- Product must be tangible good and be able to be presented to KAB
- >Product must be fully in production and provide proof of sale
- Alcoholic brands are not considered
- Must have a stated product shelf life and lot code, if consumable
- Must meet KAB’s Quality Standards
- Must meet their business requirements
2. Bakery Edition Eligibility
California bakers, we have some bad news. This is only for bakers who live close to one of the King Arthur locations in the Northeast or Washington State.
If that’s you, however, here are the bakery eligibility requirements:
- Person of Color led business
- Project Potluck community member. (Join here for free if you are a Person of Color)
- Must meet KAB’s Quality Standards
- Your bakery must be located in Washington State or in New York, Connecticut, Rhode Island, Massachusetts, Vermont, Maine, or New Hampshire.
How Do I Apply for the Bakery Pitchfest?
If you meet the eligibility requirements, complete the form (use this one for bakery, or this one is for product) and submit a 3-minute or shorter video introducing yourself and your product(s) or bakery.
When it comes to the video, keep in mind they’re not looking for something that is going to win an Oscar for cinematography. They just want to get a sense of your personality and what your product or bakery is all about. Have fun with it and let your self shine through.
They are taking applications through February 10th.
For the product category, finalists will be announced on May 1st and invited to the live Pitchfest in Norwich, Vermont on May 30th and 31st.
For the bakery category, semi-finalists will be announced March 15th, finalists on May 1st, and the virtual Pitchfest will happen on May 29th.
What Are the Pitchfest Prizes?
The winners of the product edition category will receive a purchase order within one year from King Arthur Baking Company, a Project Potluck Mentor, and brand-building exposure through features on King Arthur Baking marketing platforms. According to KAB, “applicants will be judged on uniqueness, quality, creativity, and potential for success.”
The winners of the bakery edition category will receive up to $10,000 in funding, one-on-one consulting with PrepShift, a year membership to the Bread Bakers Guild of America, and brand-building exposure through features on King Arthur Baking marketing platforms. According to KAB, “applicants will be judged on vision, baking and business expertise, creativity, and potential for success.”
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