America's oldest flour company is clearly keeping up with the times. Norwich, Vt.-based King Arthur Flour's Web site, kingarthurflour.com, was selected as one of Internet Retailer's Hot 100 sites for 2009. The Hot 100 recognizes leading retail Web sites operated by retail chains, catalog companies, Internet-only merchants and consumer brand manufacturers.
“We are absolutely thrilled to be named one of Internet Retailer's Hot 100 for 2009,” said Halley Silver, Web marketing project manager for King Arthur Flour. “At the beginning of 2008, we made it our goal to build community and educate more bakers online. At every step along the way, our small Web team asked, ‘Does this inspire? Does it look delicious? Is it achievable?’ By mid-year we had transformed our Web site into one that is building a passionate and vocal community of bakers worldwide. To win this award is like the icing on the cake.”
In an effort to build a more robust and user-friendly online baking resource, King Arthur Flour has made significant investments in its Web site this year, including new technology, the addition of the Baker's Banter blog, and an expanded Web team, from three part-time employees to four full-time and two part-time employees. A recent site redesign included the launch of more than 35 Guaranteed Recipes, personal recipe boxes, live online chat, customer reviews of products and recipes, and enhanced resources, such as ingredient guides, measuring basics, high-altitude baking information, a baking glossary and more. Kingarthurflour.com has seen 30 percent growth in both page views and unique visitors in the past year.
The Web site honor is among many awards the company has received in recent years. King Arthur Flour was named one of the Wall Street Journal's Top Small Workplaces and one of WorldBlu's Most Democratic Workplaces in 2008; and received the Best Place to Work in Vermont Award in 2006 and 2007, the Outstanding Vermont Business Award in 2006 and the Better Business Bureau Local Torch Award for Excellence in 2006.