A Vermont-based baking company, King Arthur Baking, has sparked controversy by hosting a competition that excludes white contestants in an effort to promote inclusivity in the world of baking. The 2024 Baking Pitchfest aims to provide equitable opportunities for People of Color entrepreneurs, offering financial support, brand exposure, and mentorship to accelerate their businesses.

The competition, divided into a product edition and a bakery edition, is exclusively open to ‘person of color led businesses’ and ‘person of color led bakeries.’ Winners of the baking edition stand to receive a grand prize of $10,000, brand-building exposure, business consulting, and a free membership to the Bread Bakers Guild of America.

King Arthur Baking specifies that ‘people of color’ include individuals of Asian or Pacific Islander, Black or African American, Hispanic or Latinx, Indigenous or Native American, and Middle Eastern or North African descent.

After facing scrutiny, King Arthur Baking seemingly took down the contest page. The competition reflects a broader trend as many institutions, from corporations to universities, embrace diversity, equity, and inclusion initiatives, sometimes leading to controversial discriminatory practices in the name of anti-racism.

Molly Lawerence, corporate social responsibility manager at King Arthur Baking, stated, ‘Pitchfest 2024 is a testament to our commitment to fostering a more inclusive baking community and empowering creative POC leaders in the industry.’

Project Potluck, the company’s partner for the competition, also aligns itself with fostering diversity and inclusion in the culinary industry.