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Break out your baking pans in October

When: October

What: Nothing screams fall more than the smell of baking bread or pumpkin pie. Amateur and professional bakers alike take to the kitchens and bust out their baking pans and mixers for some serious dessert-making in anticipation of the holiday season. In October, food crafting company Wilton Enterprises celebrates cakes, pies, breads and more with National Bake and Decorate Month

Background: Each October, Wilton Enterprises recognizes the art of baking and decorating. With an array of ingredients popping back up in grocery stores, fall is an opportune time to get people back in the kitchen, creatively baking and decorating their hearts out. Across the United States, people are encouraged to try their hand at baking and cake decorating throughout the month of October.

Story Pitch: A wide variety of organizations and businesses can support this month. Dietary awareness groups can use the month to encourage and educate people on baking for your health and diet. There are a great number of choices out there for people with dietary sensitivities, making it a good time to emphasize alternative baking methods. Bakeware manufacturers can promote new lines of products, while professional bakers can take this time to encourage creative baking and cake decorating.  Producers of baking ingredients, such as flour, sugar and specialty foods, can use the month to provide baking tips on how to use their products. Meanwhile, grocery stores can promote baking aisles and bakeries can start advertising seasonal goods.

Story Hook: According to the Los Angeles Times, 72.2 million people ordered pie at restaurants across the nation in 2010. New baking trends like cake lollypops, often called pops, took sweet lovers by storm, with female blogger Bakerella leading the way. Bakers are getting more and more creative with their baking and decorating methods. How can people incorporate a unique method of decorating treats? Consider the following when making your pitch:

  • What are the most tried and true baking recipes?
  • As people branch out more with decorating, what trends will become popular?
  • What dietary restrictions need to be considered when baking for those with allergies?
  • What types of baked goods are available to those with dietary sensitivities?

Tips: Provide contact information for someone at a dietary awareness group who can discuss food sensitivities and allergies. In addition, a professional baker can talk about the latest baking and decorating trends, as well as classic treats.


American Bakers Association
(202) 789-0300

American Society of Baking
(800) 713-0462

Retail Bakers of America
(985) 643-6504

Wilton Enterprises
(630) 963-1818

–Researched, compiled & written by Kimberly Cooper
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