Flour & Co

What Flour & Co does

Flour & Co is a San Francisco-based baking lifestyle brand that operates as a digital content property and small e-commerce store. Originally founded in 2012-2013 by Emily Day, the company ran a brick-and-mortar bakery in San Francisco's Lower Nob Hill neighborhood from April 2013 until January 2017, when it closed the physical store. In August 2017, the company relaunched as a baking lifestyle blog.

The digital property is built on WordPress with WooCommerce for e-commerce, and the company sells branded merchandise including mugs, growlers, coffee beans, and cold brew equipment. The business model rests on three pillars: (1) merchandise sales through the online store, (2) affiliate marketing revenue from the blog content, and (3) email list building as an audience asset. The blog covers baking recipes, techniques, and San Francisco food culture, with historical coverage in Tablehopper, Daily Candy, Thrillist, and Tasting Table.

The company is privately held by founder Emily Day with no institutional funding, and operates with a 6-person team. Brand-building was supported by a partnership with Stumptown Coffee for coffee bean distribution and with Rubber Design Co for branding work. The business is geographically concentrated in California/USA with no documented expansion efforts. Total addressable market is small: home-baking enthusiasts and SF food media consumers.

Name

Flour & Co

Legal name

Flour & Co

Website

https://flourandco.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Flour & Co is a San Francisco baking lifestyle brand operating a blog and online store that sells branded merchandise (mugs, growlers, coffee beans) to home-baking enthusiasts, supported by affiliate marketing and an email subscriber list.

Ownership category

akta.pro rank

Product category

Baking Lifestyle Blog and Branded Merchandise

NAICS

Bread and Bakery Product Manufacturing (31181)

SIC

Bakery Products (2050)

akta.pro primary industry

Baking Mixes, Doughs & Batters Manufacturing (AFAKAAAE)

Keywords

• Baking lifestyle blog
• Branded merchandise
• Specialty coffee products
• Home baking recipes
• Coffee brewing equipment

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Supply Chain

Revenue model

1. Merchandise Sales: Direct e-commerce sales of branded merchandise including mugs, growlers, and coffee accessories. Products feature the Flour & Co brand and 'Flour's pals' character illustrations.
2. Affiliate Marketing: Blog posts include affiliate links to recommended products (baking tools, kitchen equipment). Commission earned when readers purchase through referral links.
3. Email List Building: Lead generation through eBook offer '10 Life Lessons from Opening a Bakery' in exchange for email subscription.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Flour & Co is a baking lifestyle blog and online store that publishes recipes, baking tutorials, and small business insights under the founder Emily Day's byline. The associated e-commerce storefront sells own-branded merchandise (mugs, growlers), specialty coffee products (Stumptown Hair Bender beans), and cold brew equipment (Filtron system) directly to consumers.

Product overview

Flour & Co is a baking lifestyle blog by Emily Day, inspired by her former modern American brick-and-mortar bakery in San Francisco. The business operates as a content platform featuring recipes, baking tips, and bakery insights, supplemented by a merchandise line including branded drinkware (mugs, growlers), specialty coffee products (Stumptown beans), and coffee brewing equipment (Filtron cold brew system). The product portfolio centers on the Flour & Co brand identity featuring 'Flour's pals' (Butter, Sugar, Eggs & Milk) characters representing the 'we are so good together' motto.

Differentiator

Problem solved

Functional benefit

Products and services

• The Bakery Mug A 10-ounce ceramic mug featuring Flour's pals (Butter, Sugar, Eggs & Milk) with the 'we are so good together' message, sold directly to consumers through the Flour & Co e-commerce storefront.
• The Cold Brew Growler A 64oz growler featuring Flour's pals illustrations, designed for storing house-brewed cold brew or other beverages, sold directly to consumers through the Flour & Co storefront.
• Stumptown Hair Bender Coffee Beans Whole coffee beans (12 ounces) from Stumptown's Hair Bender blend, characterized by citrus, dark chocolate, and rich flavor profiles, sold directly to consumers through the Flour & Co storefront.
• Filtron Cold Brew Brewer w/ Accessories A home cold brew coffee brewing system with accessories including extra filter pads, the same system used at the bakery for cold brew production, sold directly to consumers through the Flour & Co storefront.

Quantifiable outcome

• Featured in Tablehopper, Daily Candy, Thrillist and other San Francisco food media outlets
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Stumptown CoffeecoreStrategic or Co-development Partner · 28 March 2013Stumptown provided espresso and cold brew coffee for the bakery. Training conducted by Greg and Travis from Stumptown for the Flour & Co team. Hair Bender blend was used for both espresso and cold brew preparations.
• Rubber Design Co.coreStrategic or Co-development PartnerCreated the complete Flour & Co brand identity including Flour's pals illustrations (Butter, Sugar, Eggs & Milk), logo, and branding materials. Helped translate the vision of Flour & Co into the bakery's visual identity.
• Marty and Matt at Martin Sign CompanyminorImplementation/ SI/ Consulting PartnerCreated custom signage for the bakery including hand-painted feature wall art translating the Flour's pals design onto wood.
• Pascal's WorkshopminorImplementation/ SI/ Consulting PartnerCustom furniture maker who built baked goods display cases, bread shelving, dining tables, and other fixtures for the bakery. Worked with conceptual designs from Abueg Morris Architects.
• Abueg Morris ArchitectsminorImplementation/ SI/ Consulting PartnerArchitecture firm responsible for architectural plans and designs for the bakery space, including the conceptual design for custom furniture pieces.
• jendoanphotographyminorImplementation/ SI/ Consulting PartnerProfessional photographer (Jenny/Jen) who captured professional shots of the bakery, baked goods, and team members. Emily's sister who provided photography services.
• Marshall's Farm HoneyminorChannel Partner/ Reseller/ DistributorLocal Bay Area honey provider. Their bay area blend honey was used in menu items at the bakery including the Ham, Fig, Goat Cheese Sandwich.
• UNFIminorChannel Partner/ Reseller/ DistributorFood distributor mentioned as a potential distribution partner for products like Ayala's Herbal Water at the bakery.

Scale indicators3 records

Recent moves5 records

Broad incumbents

• King Arthur Baking Company: Century-old baking brand operating recipes, baking school, e-commerce, and content at scale. Represents the larger incumbent in the same baking education and content niche that Flour & Co addresses.
• Milk Bar: Christina Tosi's bakery brand with multiple retail locations, packaged goods, cookbooks, and nationwide shipping. Comparable in turning a single bakery concept into a broader CPG and content brand.
• Magnolia Bakery: Iconic bakery brand with retail locations, packaged goods, and licensed merchandise. Comparable in extending a single bakery's identity into brand IP and consumer products.
• Baked by Melissa: NYC-based bite-size cupcake brand with national e-commerce and strong Instagram-led brand identity. Comparable in founder-driven, design-forward baking brand that monetizes through direct-to-consumer product.

Direct peers

• Cookie and Kate: Vegetarian-focused recipe blog with strong organic traffic, ad and affiliate revenue, and cookbook publication. Comparable single-founder publishing model with similar audience-building tactics.
• Half Baked Harvest: Tieghan Gerard's recipe blog with massive social following, cookbook deals, and a branded merchandise and pantry line. Represents the higher-end scale Flour & Co could aspire to in the same content-to-brand archetype.
• Smitten Kitchen: Long-running, founder-led NYC-based baking and cooking blog that expanded into cookbooks and branded merchandise. Highly comparable single-author content-to-commerce model with strong organic audience.
• Pinch of Yum: Food blog that has built a diversified business including online courses (Food Blogger Pro), eBooks, and brand partnerships. Directly comparable in evolving from a personal blog into a structured digital business.
• Sally's Baking Addiction: Baking-focused blog by Sally McKenney with a large recipe library, social following, and branded product recommendations. Closely comparable in content niche and monetization through affiliate marketing.
• Love & Lemons: Recipe and lifestyle blog by Jeanine Donofrio with cookbook deals, branded kitchenware collaborations, and a strong Pinterest-driven audience. Comparable in lifestyle brand extension beyond the blog.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/FlourandCo
• Facebookfacebook.com/flourandco
• Instagraminstagram.com/flourandco
• Pinterestpinterest.com/flourandco
• LinkedInlinkedin.com/company/flour-co

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flour & Co