In 1946, Ogilvie Flour Mills Co. Ltd. opened the New Royal Mill in Montréal. A photograph from 1948 shows the rooftop sign at the time of installation reading 'FARINE OGILVIE FLOUR' on three lines. After Ogilvie purchased Lake of the Wood Milling, in 1954, the sign was changed to 'FARINE FIVE ROSES FLOUR'. In 1993-1994, the entire business was bought by Archer Daniels Midland Company (ADM). The Quiet Revolution resulted in sweeping legislation that established the primacy of the French language in all forms of public communication, including signage. This led directly to the removal of the word 'FLOUR' from the sign in 1977.
The sign currently consists of fifteen letters arranged in two rows, repeated on both sides of the sign: 'FARINE / FIVE ROSES'. These letters are each about 15 ft. tall, supported by a huge open scaffold, such that the words stand out prominently against the night sky, especially when approaching the city from the South shore of the St. Lawrence River (eg driving over the Champlain Bridge). The words are currently outlined in white and in-filled with red. At night they are lit by red neon laid into the red parts; the first word 'FARINE' is described in outline, while more elaborate rows of red neon up to three lights wide describe the words 'FIVE ROSES'. These words flash on and off in a slow rotation, such that one full cycle - lasting about 22 seconds - is as follows: top row on, bottom row on, both off; top row on, bottom row on, both off; top and bottom on, top and bottom off.
In mid-July 2006, the sign was turned off - seemingly permanently - as a direct result of ADM's sale of the Farine Five Roses brand to Smuckers. (Since ADM no longer owns the brand, the sign on the roof of its mill has become an irrelevance.)
In mid-August, the sign was turned back on amid adverse media coverage and public outcry. Notably, the City of Montréal remains adamant that it will not interfere with ADM's rumoured plan to remove the sign.
Comments (9)
j espere que l on va faire disparaitre cette annonce qui nous a dominer depuis presqu un siecle et qui nuit à la circulation sur la route qui arrive au centre ville
salutations
il y autre projet plus important que çca
et c est la PAIX DANS LE MONDE
Posted by JEAN YUG | August 23, 2006 7:59 AM
Posted on August 23, 2006 07:59
I am happy to lend my support to your efforts to save the Five Roses logo on the Montreal horizon.
The Five Roses brand was developed by the Lake of the Woods Milling Company, of which my great great grandfather (Robert Meighen) was among the founders and for many years its president and faithful servant (see my biography of him in the Dictionary of Canadian Biography, www. biographi.ca)
Lake of the Woods Milling succeeded in making the brand one of the best-known flours in the British Empire. Five Roses was later acquired by their former arch-rivals, the Ogilvie mills, who erected the sign which is the subject of the present controversy.
It is ironic that the future of the sign is the result of the sale of the Five Roses brand by the present owner to a rival company.
Presumably the sale of the brand is testimony to its ongoing recognition among consumers in the marketplace in Montreal, Quebec and beyond.
That this should result in the removal of the sign announcing Five Roses is unfortunate, but perhaps also an indication of the extent to which modern capitalism creates brands which are alienated from the products they announce held by corporations with little or no appreciation of their own history.
Alexander Reford
Director, Les Jardins de Métis / Reford Gardens
Grand-Métis, Québec
Posted by Alexander Reford | August 23, 2006 9:29 PM
Posted on August 23, 2006 21:29
I worked 4 years for Five Roses and I use to look at the sign FIVE ROSES every time I came back to Montreal by Champlain bridge after a vacation trip out of the city.
Even if I don't work there anymore for me it reminds me 4 years of happiness. It would be sad not to see that sign anymore.
Posted by Binette Joanne | August 24, 2006 10:35 AM
Posted on August 24, 2006 10:35
For years (since 1959 , the year we were married)
my wife has used a cook book-A Guide To Good Cooking ( with Five Roses Flour). This version was published in 1959 by Lake of the Woods Milling Company Limited . Over the years I have kept this book together with various forms of tape, the last repair job performed in Sept/06.
While performing this last taping job, I wondered if it was possible to locate a better preserved copy of this book. Any suggestions?
Posted by keith a wurzer | September 20, 2006 9:07 AM
Posted on September 20, 2006 09:07
I have the french version of the five roses cook book and I am looking for the English version, I also have been using this book since married in 1959 but the french version, I can make a lot of it out but would prefer the english on
Posted by Jeannine Lalonde | September 30, 2006 2:26 PM
Posted on September 30, 2006 14:26
Where can I buy or order this famous book
Posted by Francine Blais | October 24, 2006 9:10 PM
Posted on October 24, 2006 21:10
I have also been using that fabulous Five Roses guide to good cooking for years, I was actually looking for a place to get another copy of it when I ended up here.
I cannot comment on the sign, I was never there to see it.
Christine
Posted by Anonymous | October 29, 2006 4:50 PM
Posted on October 29, 2006 16:50
I to have been keeping my Five roses Cookbook together with tape. Still refer to it today even though I often use the internet to get new recipes. Is there a newer version available, mine is the twenty second edition and have had it for over 35 years.
Would like a copy of it for my daughter.
Frances
Posted by Frances Pitcher | November 10, 2006 3:35 PM
Posted on November 10, 2006 15:35
I also would like to know where a newer copy of the Guide To Good Cooking could be obtained
Posted by m thompson | November 14, 2006 1:09 PM
Posted on November 14, 2006 13:09