EXHIBIT 10


                              CONSULTING AGREEMENT


         This Agreement, made and entered into by and between Amos R. McMullian,
a resident of Thomasville, Georgia (hereinafter referred to as "McMullian"), and
FLOWERS FOODS, INC., a Georgia corporation with its principal place of business
in Thomasville, Georgia (hereinafter referred to as the "Company"), as of the
1st day of January, 2005.

                                   WITNESSETH:

         WHEREAS, McMullian has served as a Director of and has been employed by
the Company since 1963, and has during that period developed substantial
expertise in the baked goods industry, and has, over the years, provided
valuable services to the Company in various executive capacities, including the
capacity of Chief Executive Officer of the Company and has been elected and
currently serves as Chairman of the Board of the Company;

         WHEREAS, McMullian has retired from the employment of the Company
effective January 3, 2004; and

         WHEREAS, the Company wishes to retain the services of McMullian in the
capacity of an independent consultant for the purposes more fully described
below, and McMullian desires to provide services from time to time in said
capacity;

         NOW, THEREFORE, in consideration of the premises and the mutual
promises contained herein, the receipt and sufficiency of which are hereby
acknowledged, McMullian and the Company agree as follows:

1.                   The Company hereby retains the services of McMullian for a
         period from the date hereof through December 31, 2005, in the capacity
         of an independent consultant for the purpose of advising the Company
         and its subsidiaries as to various matters including the strategic
         direction of the Company, governmental and community relations and
         attraction of new customers and maintenance of existing ones, from time
         to time. McMullian shall be available, on reasonable notice, to
         administer special projects assigned to him by the Chief Executive
         Officer or the Board of Directors.

         It is recognized that the provision of said services is not amenable to
the establishment of a routine or schedule, and that McMullian will provide said
services in the manner he deems best, based upon his own experience and
judgment, and shall consult with the Chief Executive Officer of the Company, as
required, concerning said services. McMullian will not be subject to the control
or direction of the Company as to the means to be employed by him in the
accomplishment of his tasks, nor shall he be required to work any particular
number of hours or according to a schedule during the term of this Agreement. It
is not anticipated that McMullian shall devote his full time to the provision of
said services; however, McMullian agrees to be available to provide services for
at least 13 weeks during the year, and the Company agrees that





McMullian cannot be asked to provide such services more than 26 weeks during the
year without his consent.

         It is acknowledged by the parties that, at the time of execution of
this Agreement, McMullian is serving as Chairman of the Board of Directors of
the Company and it is anticipated that McMullian may be reelected to said
position from time to time in the future. The duties assigned to McMullian
pursuant to this Agreement are separate and distinct from those of the Chairman
of the Board of Directors, whose duties are described in the Company's By-laws,
and which include presiding at meetings of the Board and of the shareholders.
For service as a Director or as Chairman of the Board of Directors, McMullian
shall receive such compensation as is provided by the Company's Board of
Directors pursuant to its By-Laws, inasmuch as he is not an employee or a
salaried officer of the company. If the Chairman of the Board is provided an
office and administrative services by the Company, McMullian may use said office
and services for purposes of his consulting services as well.

2.                   In exchange for the provision of those services described
         in Section 1 above, the Company agrees to pay McMullian the annual
         amount of Two Hundred Fifty Thousand and no hundredth dollars
         ($250,000.00). Said amount shall be paid in equal monthly installments
         during the term hereof. The Company shall reimburse McMullian for his
         expenses reasonably incurred in the provision of said services. As a
         consultant and independent contractor, McMullian shall not be entitled
         to participate in any benefit or incentive plans maintained by the
         Company for its employees. McMullian may, however, participate in said
         plans in the manner that other retired employees, officers or directors
         are entitled to participate.

3.                   McMullian shall be free to perform the services required
         hereby at any location he desires, consistent with the goals to be
         accomplished. McMullian will specifically not be required to maintain
         an office at the Company's headquarters for his consulting services
         although office facilities may be made available to him from time to
         time at said location if in the discretion of the Company said
         provision will facilitate the accomplishment of said goals; McMullian
         shall not be required to use said facilities. McMullian shall be
         permitted to hire others, at his own expense, to assist him in the
         provision of the services to be rendered hereunder, although it is
         acknowledged by the parties that it is McMullian's personal knowledge
         and abilities which are the primary subject of this Agreement.
         McMullian shall treat all information which he receives in his capacity
         as a consultant, and which is not generally available to the public, as
         confidential, and shall insure that any such employees of his shall
         also respect the confidentiality of such information which is shared
         with them.

4.                   McMullian shall be free to consult with and render services
         to other companies during the term of this Agreement; provided,
         however, that McMullian shall not consult for any other business entity
         the business of which is in direct competition with the primary
         businesses of the Company.

5.                   In the event of McMullian's death or disability (as
         determined in good faith by the Company's Board of Directors) prior to
         the expiration of the term of this Agreement, this Agreement shall
         terminate and no further payments shall be payable hereunder by the



                                       2


         Company, except that any payments accrued for prior services rendered
         shall be paid to McMullian or to his estate.

6.                   Payments provided for hereunder are independent of any
         payments to which McMullian, his estate or designated beneficiaries may
         be entitled pursuant to any employee benefit plan maintained by the
         Company during McMullian's prior employment thereby.

7.                   This Agreement shall be binding upon and shall inure to the
         benefit of the parties hereto and any successor or successors to the
         business of the Company; provided, however, that McMullian shall not be
         entitled to commute, encumber, sell and otherwise dispose of his right
         to receive the payments provided for in this Agreement, which payments
         and the right thereto are expressly declared to be non-assignable and
         non-transferable. In the event of any attempted assignment or transfer
         of said rights, the Company shall have no further liability under this
         Agreement.

8.                   This Agreement may be terminated or amended by either party
         upon sixty (60) days' written notice. If the Company terminates this
         Agreement, other than as a result of McMullian's failure to perform his
         duties hereunder (after receipt of written notice of said failure and a
         period of thirty (30) days in which to cure said failure), the Company
         shall immediately pay McMullian the remaining payments called for
         hereunder through the full term hereof.

9.                   This Agreement shall be construed according to the laws of
         the State of Georgia. If any part of this Agreement shall be deemed
         unenforceable under law, the remaining provisions hereof shall continue
         to be in force without regard to said part.

10.                   This Agreement is executed in two counterparts, each which
         shall take effect as an original and both of which shall evidence one
         and the same Agreement.

         IN WITNESS WHEREOF, the parties have hereunto set their hands and
caused their seals to be affixed the day and year first above written




                                             /s/ Amos R. McMullian (SEAL)
                                             ---------------------
                                             AMOS R. MCMULLIAN

                                             FLOWERS FOODS, INC.

                                             By: /s/ George E. Deese
                                                 ------------------------------
                                                 Name: George E. Deese
                                                 Title: President and Chief
                                                 Executive Officer


                                       3