This looks like a solution to a problem you don't have. Why "baking"? You don't cover baked fish, baked pork chops, baked potatoes, or any baked vegitables. Every thing you bake has some kinde of flour in it. "King Arthur Flour" is far more appropriate. The new logo looks like somthing done by someone just out of art school. The old logo is classic. It stands out in the store. I can tell if the store has the flour I want from the other end of the baking aisle.
I hear the customers in the store asking if thay still sell King Arthur Flour, and where is it? I think you are making a very big mistake.

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