CHICAGO — Hometown Food Co. said it has partnered with a group of chefs, food writers and communications professionals to share the brand story of White Lily, which the company acquired in June 2018 as part of its acquisition of the U.S. baking business of The J.M. Smucker Co.

“We realized right away the tremendous potential for this product because of its brand story and uniqueness compared to other flours,” said Dan Anglemyer, chief marketing officer and chief operating officer of Hometown Food Co. “Biscuits are personal to so many. We are honored to be considered the ‘go-to’ flour to make the best Southern biscuits.”

Described as the “White Lily Band of Biscuit Bakers,” the group that will be sharing the brand’s story includes:

  • Carrie Morey — owner of Callie’s Charleston Biscuits, Callie’s Hot Little Biscuit. Ms. Morey will serve as spokesperson for the White Lily brand.
  • Sara Bradley — chef/owner of Freight House
  • Brian Hart Hoffman — editor-in-chief of Bake From Scratch
  • Virginia Willis — chef/James Beard award-winning cookbook author
  • Karl Worley — owner of Biscuit Love

“Our goal is not only to embrace White Lily’s Southern roots but strengthen them by working with authentic experts in the region who are passionate about this flour,” said Brent Minner, director of marketing at White Lily. “Our new partnerships will help us elevate the White Lily story and bring our message to a new generation of bakers.”

Introduced in 1883, White Lily flour is milled from 100% soft winter wheat.