The American Bakers Association (ABA), a trade association for the commercial baking industry in the U.S., has launched its new campaign, “Baking Feeds America.” According to the organization, the campaign celebrates the longstanding and integral role of baked goods in American life with an engaging exploration of how these essential foods contribute to balanced diets, economic strength, and meaningful moments across the country.

From bread and tortillas to cookies, crackers, and cakes, commercial bakers produce foods that are a foundational part of the American diet and daily life, ABA says. Through the “Baking Feeds America” campaign, ABA will share the story of how commercial bakers help feed the nation with a wide variety of baked goods that are essential to meals and celebrations across every table.  

“Baked goods have been a cherished part of American mealtimes for generations and remain an integral part of celebrations and everyday life,” says Eric Dell, ABA president and CEO. “Through the ‘Baking Feeds America’ campaign, we are proud to showcase the industry’s unwavering commitment to feeding the country, strengthening local communities, and ensuring consumers continue to have access to the foods they know and trust.”   

The baking industry supports nearly 800,000 jobs nationwide and serves as a critical  economic driver from farm fields, ingredient suppliers, and equipment manufacturers to bakeries, grocery stores, and restaurants. Bakers also play an important role in addressing food insecurity by producing affordable staple foods relied upon by millions of Americans every day.   

By providing a wide range of affordable and nourishing baked foods, the baking industry aims to help meet the diverse needs of consumers while supporting balanced meals in communities across America. Grain foods like enriched and whole grain breads provide essential nutrients for Americans including fiber, folate, iron, magnesium, and B vitamins that support balanced diets and overall wellness.  

The campaign will also highlight the industry’s proactive efforts to respond to evolving consumer expectations including recent commitments by commercial bakers to voluntarily phase out ingredients such as certified FD&C colors, azodicarbonamide (ADA), and potassium bromate.   

Through “Baking Feeds America,” ABA will highlight the commercial baking industry’s commitment to feeding the nation, supporting American jobs, and strengthening communities from coast to coast. The campaign reinforces the importance of ensuring families in every community continue to have access to the baked foods they rely on every day—from breakfast tables and school cafeterias to grocery stores and local restaurants.   

Learn more at bakingfeedsamerica.org.   

Related: ABA leaders discuss baking industry’s next level