I was introduced to King Arthur Flour during the summer of 2019 when visiting a friend in Vermont. We went for lunch, a wonderful experience, then meandered through the shop, selecting several items to take home to California. One was a tea towel with the King Arthur logo for my daughter who teaches medieval world history to 7th graders. King Arthur is one of the personalities she uses to demonstrate the age in England.
I was sorry to see the logo changed, for it made the bags of flour recognizable. I'd been a Gold Medal flour user all my life, but decided to switch to KAF after learning its long history and testimonials of excellence. I'm not a chef, but do like to bake. Next time I make my daughter's birthday lemon meringue pie, I'll try your butter crust recipe. The pie is made from my well-worn Betty Crocker Cookbook. The marriage of Betty Crocker with King Arthur amuses me, but the pie will taste better. Stick with the distinctive old logo. The new one looks bland. Go for character and longevity. OK to change from flour to baking. The logo will still be on the flour bag.

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