CARMEL, IN — In its centennial anniversary year, American Society of Baking (ASB) has unveiled a new look, complete with a fresh logo and according to the association, was revamped to “carry on a century of evolution.”
“On the heels of ASB’s 100-year anniversary, the ASB board reflected on the organization’s legacy and its core values,” said Xochitl Cruz, 2024-2025 board chair of ASB. “This thoughtful and collaborative effort highlighted our need to evolve, just as the baking industry is. Our goal is to maintain relevance and grow membership reach in the baking industry while driving innovation and inclusivity. Everything we do will be in the spirit of the organization and its founding principles.”