OF BYTES AND BAKING:

King Arthur Flour is America's oldest flour company, established 1790, a year into George Washington's presidency.

So how does a company that makes flour and bread -- an ancient art -- win national awards and acclaim for its business practices in the 21st century?

Quite simply, the company has become the toast of the town among the technocrati of e-commerce.

With the economy flagging, many companies turned to enhanced e-retailing to capture more sales, offering free shipping and additional savings for shopping online. King Arthur Flour is no different, relying heavily on its website, kingarthurflour.com, to sell its products and services that can also be found at its "Norwich, Vermont bakery, school and store"-- a sponsorship refrain often heard on Vermont Public Radio, which also calls it "home" for its company-sponsored studio there.

But to maximize online sales, King Arthur Flour redesigned its website to allow its offerings to be displayed on any-size screen, including phone, tablet or desktop. And it did so without having to write exotic or expensive software programs for each device.

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