With working ovens and plenty of time due to coronavirus-related stay-at-home orders, many Americans are trying their hands at baking bread. 

Karen Colberg, Co-CEO of King Arthur Flour, told Cheddar Monday that people are looking for a way to pass the time. 

“I think, right now, in such uncertain times, baking is such a comfort," Colberg said. 

Unlike a batch of cookies, or even cupcakes, which can sometimes be made in half an hour, bread requires several hours to prepare. Now that many have the time to dedicate to the process, Colberg contends that baking bread can be more than just food prep. 

“There is something really therapeutic about getting your hands, literally, in the dough and creating something.” 

Google is reporting an all-time high for searches about bread, and Colberg said the most popular recipe is for sourdough starter, which requires an even greater amount of tending than a non-sourdough loaf. 

“There’s been over 1.5 million views to this one recipe page over the past few weeks,” she said. “It’s elevating your baking game, particularly if you were already a bread baker.” 

For those who might need a little bit more guidance in the kitchen, King Arthur’s Baker's Hotline has been operating for 25 years and is staffed with trained bakers who can answer all of your baking questions. 

“We have seen doubled, probably two-and-a-half times, the numbers of inquiries through the hotline over the past couple of weeks, and then we have a really active engagement on social,” Colberg said. 

The popularity of baking has increased the demand for flour and yeast and some suppliers are calling  it "unprecedented." Colberg said to keep up with the uptick, her company is introducing a new packaging size to carry their flour. 

“We’re working with a partner that normally wouldn’t be bagging our flour telling them, 'Here is a new pack size. How quickly can you get this up and running?' By the end of this week and over the next few months we will have over one million additional all-purpose flour [packages] getting out there,” she said.

Share:
More In Business
Starbucks’ Change Flushes Out a Debate Over Public Restroom Access
Starbucks’ decision to restrict its restrooms to paying customers has flushed out a wider problem: a patchwork of restroom use policies that varies by state and city. Starbucks announced last week a new code of conduct that says people need to make a purchase if they want to hang out or use the restroom. The coffee chain's policy change for bathroom privileges has left Americans confused and divided over who gets to go and when. The American Restroom Association, a public toilet advocacy group, was among the critics. Rules about restroom access in restaurants vary by state, city and county. The National Retail Federation says private businesses have a right to limit restroom use.
Trump Highlights Partnership Investing $500 Billion in AI
President Donald Trump is talking up a joint venture investing up to $500 billion for infrastructure tied to artificial intelligence by a new partnership formed by OpenAI, Oracle and SoftBank. The new entity, Stargate, will start building out data centers and the electricity generation needed for the further development of the fast-evolving AI in Texas, according to the White House. The initial investment is expected to be $100 billion and could reach five times that sum. While Trump has seized on similar announcements to show that his presidency is boosting the economy, there were already expectations of a massive buildout of data centers and electricity plants needed for the development of AI.
Load More