Tom Payne

The King Arthur Flour Company
Home Baking Association, President

Vision Statement
Grow the practice of home baking.

Mission Statement
Promote home baking by providing tools and knowledge to perpetuate generations of home bakers.

Target Audience

Home Baking Educators

Family and consumer sciences
teachers in middle and senior
high schools

Family and consumer sciences
extension educators

After-school and community youth program educators

Education trade media

Anyone who teaches home baking

Long-Term
Marketing Objective

Increase the frequency of home baking.


The Home Baking Association (HBA) mission of “growing the practice of home baking” could not have been more relevant this year. Due to economic conditions and other societal changes, more meals are being prepared at home, and this organization is at the forefront in sharing our tools and knowledge to not only current bakers, but future generations as well. In the last year, more people learned about HBA than ever before, keeping the momentum of this organization going strong.

The HBA web site is a valuable resource for educators of all kinds. Because we continually add and improve content, you’ll want to come back often.

Find complete lesson plans or ideas for classroom activities. Stay in touch by signing up for our e-newsletter. Enter your well-prepared baking education program in our Educator Award contest. You could win an expense-paid trip to the HBA Annual Meeting in Stowe, Vermont (October 2011).

And send us your feedback on the site. Our goal is to be your complete resource for baking education materials. Let us know what you’re looking for.

Our participation in youth educator conferences for groups like FCCLA, AAFCS and School Nutrition Association, hands-on training sessions at events like the National Festival of Breads, and frequent e-mail newsletters have also paid dividends. As a result of these efforts, we have had direct contact with over 1 million educators this year alone!

More organizations are recognizing the value of HBA and we’re thrilled to welcome Bob's Red Mill, Cabot Creamery, Clabber Girl, Colorado Wheat and Share Our Strength to the group.

Of course, none of this could happen without the time, funding and spirit of cooperation of all our members. I would especially like to recognize Charlene Patton, Sharon Davis and the HBA Board and thank them for their leadership and passion for home baking education.

We are very excited about the opportunities in the coming year. We will again achieve our goals to fulfill our mission. But in the end, we all recognize that what an organization can do is not as important as what that organization can become. And through your support, we can become the “go-to” resource for home baking educators… fostering future generations of home bakers and a lifetime of baking memories.

Tom Payne
The King Arthur Flour Company
Home Baking Association, President