Serious Eats - seriouseats.com

Hi - Needed to chime in here. I'm a baker/blogger at King Arthur Flour, so I know for a fact that Trader Joe's is not selling King Arthur Flour in a TJ's bag. In fact, a reader commented on my blog that she'd bought a bag of TJ's flour, and it was nothing at all like King Arthur. So maybe TJ's is trying to match Gold Medal's specs rather than ours? I think what they'll "miss" on is probably consistency; flour's been our main business for 219 years, and it's not easy to put a consistently good bag of flour on the shelf year after year, decade after decade, what with the vagaries of wheat, weather, and prices. It's art as much as science, and it does take a lot of effort, knowledge, and experience to offer consistently good flour. I see how hard our flour team works to ensure our consistency. I like TJ's, and good luck to them; their Candy Cane Joe-Joe's rule... And I'll continue to pay the extra 6¢ or so per cup of KA, compared to TJ's, to ensure my brownies come out EXACTLY the way I want them to!