New advocacy campaign highlights bakery’s role in feeding America

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New advocacy campaign highlights bakery’s role in feeding America

1 Jun 2026

Joanie Spencer

Since 2008, Joanie Spencer has covered the retail and wholesale sides of the baking industry.
Serving associations such as the American Society of Baking (ASB) and BEMA, Joanie is also in demand as an industry presenter on bakery operations and trends. She holds a bachelor’s degree in communication from Rockhurst University and a master’s degree in journalism from the University of Missouri.

When she’s not running or playing soccer, Joanie spends her time with her husband and 11-year-old son.

WASHINGTON, DC — The American Bakers Association (ABA), the largest trade association for the US commercial baking industry, has launched “Baking Feeds America,” a new advocacy campaign aimed at communicating to state and federal policymakers on the integral role of baked goods in the daily lives of American consumers. The campaign communicates baked goods as essential foods that contribute to balanced diets and meaningful moments — as well as economic strength with a $186.8 billion annual impact — across the country.

“Baked goods have been a cherished part of American mealtimes for generations and remain an integral part of celebrations and everyday life,” said Eric Dell, ABA president and CEO. “Through the ‘Baking Feeds America’ campaign, we are proud to showcase the industry’s unwavering commitment to feeding the country, strengthening local communities, and ensuring consumers have access to the foods they know and trust.”

Through the power of storytelling and ABA research data, “Baking Feeds America” will showcase to legislators how commercial bakers help feed the nation with a variety of baked goods that are essential elements of meals and celebrations.

Earlier this year, the ABA board of directors set up a task force to guide the campaign’s strategy and development.

“The goal is to reach policymakers both at the federal and state levels, so the task force spent about six months developing advocacy communications that represent the industry’s positive impacts in communities across the nation,” said Christina Donnelly, ABA’s VP of strategic communications and initiatives. “With the increased activity in the nutrition policy and ingredient spaces, ABA saw this as an important moment to amplify our efforts to educate policymakers on the important role baking plays in the affordable nourishment and daily lives of all Americans.”

“With the increased activity in the nutrition policy and ingredient space, ABA saw this as an important moment to amplify our efforts to educate policymakers on the important role baking plays in the affordable nourishment and daily lives of all Americans.” — Christina Donnelly | VP of strategic communications and initiatives | American Bakers Association

According to ABA research data, the baking industry supports nearly 800,000 jobs nationwide and serves as an economic driver from farm fields, ingredient suppliers and equipment manufacturers to bakeries, grocery stores and restaurants. The industry also plays an important role in addressing food insecurity by producing affordable staple foods and providing a range nourishing baked foods to meet the diverse consumer needs and support balanced meals in communities across America.

The campaign will also highlight the industry’s proactive efforts to respond to evolving consumer expectations including recent commitments by commercial bakers to voluntarily phase out ingredients such as certified FD&C colors , azodicarbonamide (ADA), and potassium bromate. Grain foods like enriched and whole grain breads provide essential nutrients for Americans, including fiber, folate, iron, magnesium and B vitamins that support balanced diets and overall wellness.

While “Baking Feeds America” is geared to policymakers, ABA is encouraging its members to spread the word to their stakeholders, communities and legislators. On June 12, the association will host a town hall to provide messaging and materials that members can share to amplify the campaign’s impact.

“This is an opportunity for our members to hear about the goals of the campaign and learn about the toolkit that’s provided,” Donnelly said. “Members will have access to several assets they can share with their network.”

The first round of “Baking Feeds America” will run through the summer, and after evaluating metrics and engagement, the ABA board will determine next steps for communication throughout the fall.

For more information, visit the campaign’s website.

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