I first noticed the logo/name change back in 2020, and being more or less a traditionalist, I began (in digust) my search for a new flour to use in my baking. In my search I have found many excellent flour companies that produce equally good, grown in America flours. I now only buy other brands simply because, as others have noted, there is a great deal to traditions and I can see no reason to fix something that is not broken as was the case of the name/logo change at King Arthur. I will not support a company that insists on wasting money and resources when it is not necessary to do so. Thank you King Arthur for the years of successful baking but I have to say goodbye.

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