The BMIA manufacturer defections put most of the responsibility of promoting bread machines on the makers of ancillary products, such as prepackaged flour mixes.
The association now needs to find the money to fund its promotional work without the support of appliance manufacturers, said BMIA president Cindy Reishus.
We find the BMIA valuable," said Cynthia Pilcher, director of marketing for Appliance Corp.
Since sales of bread machines spike during the holidays, the BMIA hopes promoting bread machine baking in January will attract consumers who received bread machines as holiday gifts and want to learn how to use them.
I want to hold the National Bread Machine Baking month in January so that retailers can move after-holiday sales of bread machines," said outgoing BMIA president Ann Parrish, who came up with the idea.
Many shoppers start off their bread machine careers with small, cheap models, and the BMIA hopes to drum up interest in multifeatured, more expensive models.