CHICAGO–Hometown Food Company, which acquired White Lily in June 2018, announced it has partnered with a group of Southern experts to tell the brand story of the treasured flour. This includes notable chefs, food writers and communications professionals who understand and appreciate the rich heritage of White Lily.
For generations, White Lily has been the “secret ingredient” in Southern biscuits, making it a pantry staple throughout the region. As a new crop of bakers begins to explore recipes and traditions, Hometown Food Company and its partners will ensure that they are aware of the White Lily difference.
“We realized right away the tremendous potential for this product because of its brand story and uniqueness compared to other flours,” said Dan Anglemyer, CMO and COO of Hometown Food Company. “Biscuits are personal to so many. We are honored to be considered the ‘go-to’ flour to make the best Southern biscuits.”
“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. Our new partnerships will help us elevate the White Lily story and bring our message to a new generation of bakers,” added Brent Minner, White Lily’s director of marketing. Minner, a native Southerner, knows firsthand the reputation of this iconic brand.
One of White Lily’s best-known enthusiasts is biscuit maker Carrie Morey of Callie’s Charleston Biscuits. White Lily will be working with Morey as its spokesperson, while also engaging with additional Southern baking experts to celebrate the diversity of the beloved biscuit.
The White Lily Band of Biscuit Bakers includes:
• Carrie Morey – Owner Callie’s Charleston Biscuits, Callie’s Hot Little Biscuit
• Sara Bradley – Chef/Owner Freight House, Top Chef runner-up
• Brian Hart Hoffman – Editor in Chief Bake from Scratch
• Virginia Willis – Chef/James Beard Award-Winning Cookbook Author
• Karl Worley – Owner Biscuit Love
White Lily has also enlisted Southern creative and communications agencies for strategic direction. DVL Seigenthaler/FINN Partners of Nashville, which represented White Lily for more than 10 years prior to the Hometown Food Company acquisition, has joined the team to bolster the brand through breakthrough communications strategies.
Ballyhoo & Co., a Charleston-based creative services agency, will support the brand through social and digital content, using the authentic White Lily story to reach scratch bakers in the South and beyond.