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King Arthur Flour Company
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King Arthur Flour Company illustrates the history of America's oldest flour company (and New England's oldest food company). King Arthur Flour was founded in Boston not far from Long Wharf, where the flour was unloaded from merchant ships. Five generations of the Sands family headed the company for almost two centuries until the Employee Stock Ownership Plan was initiated in 1996. Marketing at King Arthur Flour has always revolved around the icon of the lone knight on his horse, and in 1896, a lone rider dressed as King Arthur rode through Boston's streets atop a black stallion to advertise the product. Another creative marketing campaign featured a white sound truck, complete with a large pipe organ and an eight-foot statue of King Arthur, roving through New York City streets.
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