are eligible to become owners through the ESOP. The employee-owned company has been named one of the Best Places to Work in Vermont every year since the inception of the award in 2006. Flagship bakery and store In 2000, King Arthur Flour opened a new flagship bakery, café, retail store, and school in Norwich, Vermont, which offers classes and demonstrations to bakers of all skill levels. 2020 Rebranding In July 2020 King Arthur Flour changed its name to The King Arthur Baking Company Inc. to better reflect its products and services other than flour, and the logo was changed from a medieval knight riding a charger to a wheat-themed crown. The change coincidentally was launched several months into the COVID-19 pandemic, when retail flour sales had exploded. Because of the pandemic's effect on home baking – King Arthur's flour sales in March 2020 were approximately twenty times what the previous year's sales had been, and industry-wide, sales of flour, yeast, and many other baking supplies in the US had doubled or tripled – the re-branding happened during a time of significant and unexpected sales growth. These explosions in sales came from people who started baking at home, as all the established bakeries closed up to prevent the spread of the virus. Before the pandemic, rebranding studies found that many of their customers engaged in stress baking, meaning that they baked at home to bring joy to themselves and others during stressful times. As of 2019, leadership at King Arthur Flour includes Carrie Brisson, head baker. Activities In addition to its flour business, King Arthur Flour also sells baking equipment, ingredients, baking mixes, and cookbooks through its catalog, The Baker's Catalogue, website, and at its flagship store, The Baker's Store, located in Norwich, Vermont. The company has also published four cookbooks, including the King Arthur 200th Anniversary Cookbook and the King Arthur Flour Baker's Companion, the latter of which was a James Beard Award winner for Cookbook of the Year in 2003. The primary marketing strategy is promoting customer engagement by providing informative online content and social media connections. They have sold flour and other baking supplies directly to consumers since the 1990s. During 2020, to support customers during the COVID-19 pandemic and their upcoming re-branding announcement, they added more online content, such as new recipes and baking tutorials. Page views in the spring were triple the usual level; pages about