King Arthur Baking, a Vermont-based company, faced criticism for hosting a baking competition that excluded white contestants, aiming to support People of Color entrepreneurs.

The contest, called the Baking Pitchfest 2024, offered financial support, brand exposure, and mentorship to winners, with specific categories limited to “person of color led” businesses.

The use of the term “POC” was defined by the company to include various racial and ethnic groups. (Trending: Anthony Fauci Questioned About Evidence Behind COVID Restrictions)

King Arthur Flour explained the term “POC” or “people of color,” is defined as, “Asian or Pacific Islander; Black or African American; Hispanic or Latinx; Indigenous or Native American; Middle Eastern or North African.”

The competition was taken down after inquiries. This event reflects a broader trend of diversity, equity, and inclusion initiatives facing backlash for perceived discriminatory practices.

King Arthur Baking’s corporate social responsibility manager Molly Lawerence, said, “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 self-described “largest professional community inclusively for People of Color (POC) in Consumer Packaged Goods,” is collaborating with King Arthur’s Baking for the event.

Project Potluck is dedicated to “lifting up minorities in the overwhelmingly white consumer goods and food industry.”

Project Potluck claimed that “founders, leaders and professionals are overwhelmingly white” in the food industry.

“We are here to change that,” the group continued.

Executive Director Kathleen Casanova said, “Baking Pitchfest 2024 is more than a competition; it’s a platform for empowering People of Color to break barriers and redefine the narrative in baking.”

The company received online criticism with some customers vowing not to support them.

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