Interstate Grocer Company.

King Biscuit Flour was distributed by Interstate Grocer Company in Helena, Arkansas. in 1941 Interstate began to sponsor a radio program, King Biscuit Time, on Station KFFA. The show had live blues performances by black musicians Sonny Boy Williamson, Robert Junior Lockwood, and others. Max Moore, owner of the company, wrote the scripts for the radio program. In 1947 the company introduced a new product, Sonny Boy Corn Meal, using Sonny Boy Wiliamson's image on the label. King Biscuit Time also toured local towns and grocery stores giving concerts and promoting their flour and cornmeal. In 1951 Sonny Payne became the host for the show. The show went off the air after Max Moore's death in 1979, but it was revived in 1986 and continues to be broadcast in 2009. KFFA won a Peabody Award in 1992 for the program as "a local music program of historic and contemporary interest." The King Biscuit Blues Festival, organized in 1986 in Helena, is one example of the influence of the radio show.