ABA Launches ‘Baking Feeds America’ Campaign To Highlight Industry’s Role In Nutrition And Economic Growth
The American Bakers Association (ABA) has launched a new industry-wide campaign, “Baking Feeds America,” aimed at highlighting the role of commercial bakers in supporting nutrition, economic activity and food access across the United States.
The initiative will showcase the contribution of baked goods to everyday diets and celebrations, while also emphasizing the commercial baking sector’s importance as a major employer and economic driver. According to ABA, the campaign will focus on products ranging from bread and tortillas to cookies, crackers and cakes, underscoring their place in American households and foodservice channels.
“Baked goods have been a cherished part of American mealtimes for generations and remain an integral part of celebrations and everyday life,” said Eric Dell, President and CEO of the American Bakers Association. “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.”
ABA said the campaign will communicate how commercial bakers contribute to the broader food supply chain, connecting agricultural producers, ingredient suppliers, equipment manufacturers, bakeries, retailers and restaurants. The association noted that the baking industry supports nearly 800,000 jobs nationwide and plays a significant role in local and national economies.
The campaign also aims to draw attention to the nutritional contribution of grain-based foods. ABA highlighted that enriched and whole grain breads provide nutrients including fiber, folate, iron, magnesium and B vitamins, which support balanced diets and overall wellness.
In addition to nutrition and economic impact, “Baking Feeds America” will spotlight the industry’s response to changing consumer expectations. ABA pointed to recent voluntary commitments by commercial bakers to phase out ingredients such as certified FD&C colors, azodicarbonamide (ADA) and potassium bromate from products.
The association said the campaign will reinforce the industry’s role in helping address food affordability and food security by producing staple products relied upon by millions of consumers. Through a combination of industry storytelling and consumer-focused outreach, ABA plans to emphasize the importance of maintaining access to baked foods across households, schools, restaurants and retail outlets nationwide.
The “Baking Feeds America” campaign marks a new effort by the association to raise awareness of the commercial baking sector’s contribution to feeding the nation, supporting employment and strengthening communities across the United States.