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A Vintage Canadian Brand – Robin Hood Flour

Are you a fan of vintage advertising and vintage recipes? If so, you’ll be delighted to learn about the history of Canadian brand, Robin Hood Flour—the flour used in countless classic recipes and iconic advertising campaigns.

This article will take you back to the very beginning and provide you with insight into the captivating history of the Robin Hood brand. Discover how the company has evolved and learn about some of the most memorable ads that featured the iconic flour. Finally, we’ll explore some of the vintage recipes you can make with Robin Hood flour—decadent desserts.

So, curl up with your favorite drink, and let’s dive into the fascinating world of Robin Hood Flour!

Robin Hood Flour logo on bag.

Disclosure: Some of the links on my blog from Etsy , eBay are Affiliate Links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase. 


From its modest beginnings in Moose Jaw in 1909, Robin Hood has established itself as a household name through hard work, foresight and innovation. Its green-and-red archer emblem has become a familiar and highly regarded symbol of quality and good value from coast to coast (Source).

Brief History of Robin Hood Flour

  • 1909 Francis Atherton Bean, President of International Milling in Minneapolis, decided it was a good time to buy a mill in Moose Jaw, Canada.
  • To honour his new staff of 50 workers and 12 field salesmen, Bean held a gala banquet and a “christening ceremony” where a barrel of wheat was turned out. In a short time, the mill had become a vital fixture in the local economy. Bean had it remodelled, and in less than two years it was producing over 1,600 barrels of flour a day.
1940s vintage postcard image of Robin Hood Flour Mill, Moose Jaw, Saskatchewan.

1940s postcard of the Robin Hood Flour Mill, Moose Jaw, Saskatchewan (Source)

  • As early as 1925, Charles Ritz the new president of the company made sure Robin Hood was a part of as many baking fairs and local exhibitions as possible. He also saw the importance of exporting flour and oats to struggling nations. And within the next ten years, millions of tonnes of Robin Hood products travelled from docks in Vancouver to shores all over the world.
  • 1930s was a decade of extraordinary growth. Its uniformly milled flour was now famous for its consistent quality, and it was in demand. 
  • Robin Hood during wartime. Munitions factories employed women and teenagers, and life staples, like flour, were in demand. Robin Hood responded by working at full tilt for the war effort. A new factory was built in Humberstone (present day Port Colborne-image below), and business was booming. During the war years, Robin Hood became increasingly involved in the community. It produced the popular radio show, “On Parade.” Similar to “Name That Tune”, it offered prizes to winners and brought thousands of households some cheerful relief from wartime hardship.

Listen to 4 mins HERE (or click on the image to be taken to Soundcloud to listen for free)

1940s Radio Show from Robin Hood Flour On Parade.
Former Robin Hood silos and mill in Port Colborne Ontario.
  • 1950s. Robin Hood milled “G.R. Flour”, and sent thousands of tonnes overseas as foreign aid. “G.R. Flour” was known by two names, “George Rex Flour”, after the English King, and “Government Reserve Flour” because it fed thousands of needy Europeans. Robin Hood also responded to a crisis at home. In the summer of 1950, Winnipeg had the worst flood in the history of North America. Robin Hood donated clothes, supplies, and a $10,000 cheque for the flood relief fund.
    • In the late 50s and early 1960s, the company even used a jingle made from the theme tune of the classic TV series The Adventures of Robin Hood which starred Richard Greene (Source).
  • 1960s.  By the end of the decade Robin Hood was producing hundreds of products from its traditional flour, to oat cereals to baking mixes and other condiments marketed under the well-known Bicks brand as well as other brands.
    • By 1966, some years after this photograph was taken, about 3,000 carloads of flour were shipped from the mill annually (Source).
1930s Photo or a 1940s Photo of Workers in overalls load bags of flour onto a rail car at the Robin Hood Mill.

1930s Photo or a 1940s Photo of Workers in overalls load bags of flour onto a rail car at the Robin Hood Mill (Source)

  • 1970s. The seventies were a decade of cultural commotion that influenced demands and tastes in food. Microwave ovens grew in popularity. Families became smaller and more women were working. People wanted smaller quantities, quality and convenience. Robin Hood’s baking professionals focused on easy, imaginative recipes that used wholesome ingredients. And, in step with the times, Robin Hood produced the popular show, “Take Kerr”, hosted by Graham Kerr, the dashing “Galloping Gourmet” (1970’s photo below).
    • Through a series of acquisitions and restructurings, the company became International Multifoods Corporation in 1970.
  • 1980s. There was an increase in away-from-home baking and people were demanding quality, convenience and value-added products. Robin Hood’s baking professionals responded by providing high-quality convenience foods. During this time of intense economic competition, Robin Hood renewed its focus on quality, service and building trusted partnerships with customers and suppliers.
  • Today.
    • In June 2004, The J.M. Smucker Company purchased three milling facilities in Canada from International Multifoods, including the Robin Hood brand. In 2006, Smuckers announced the sale of the milling facilities in Canada for US$78 million to Horizon Milling G.P., a unit of Cargill. Under the agreement, Horizon Milling owns and operates the Canadian mills in Saskatoon, Montreal and Burlington that manufacture Robin Hood branded products. Horizon Milling markets Robin Hood products directly to the food service and industrial sector in Canada, U.S. and Caribbean. Smuckers continues to market Robin Hood products to the retail market (Source).

1940s vintage photo of two women in a cottage washing dishes with a Robin Hood Flour sign in the background.

1940s vintage photo of two women in a cottage washing dishes with a robin hood flour sign in the background on the wall.

Source: eBay


The Vintage Advertising

1912 Robin Hood display in the window of Edward Parr Cash Grocery (Saskatoon, Saskatchewan).

A sign in the centre boasts “Robin Hood – the first choice of the people”. Bags and canisters of flour, rolled oats and porridge oats and wheat in a variety of sizes are topped by several cardboard cutout signs of Robin Hood with bow and arrows, the Union Jack and Red Ensign.

1912 Robin Hood display in the window of Edward Parr Cash Grocery (Saskatoon).

A sign in the centre boasts "Robin Hood - the first choice of the people". Bags and canisters of flour, rolled oats and porridge oats and wheat in a variety of data-lazy-sizes are topped by several cardboard cutout signs of Robin Hood with bow and arrows, the Union Jack and Red Ensign.

Source: Saskatoon Public Library 

1935 vintage ad for Robin Hood Flour featuring “Robin Hood” holding a bag of flour standing over baking treats.

1930s vintage ad: 1935 vintage ad for Robin Hood Flour.

Source: Pinterest

1930s vintage ad for the flour featuring an offer for Jason sewing scissors with purchase.

1930s vintage advertisement for Robin Hood Flour featuring an offer for Jason sewing scissors with purchase.

Source: eBay

“Win a 1949 Ford”. A 1948 print ad featuring a contest to name the “Mystery Rolls” to win a 1949 Ford Sedan and $25,500 worth of prizes!

1940s vintage ad: 1948 Print Ad for Robin Hood Flour featuring a contest to name the "Mystery Rolls" to win a 1949 Ford Sedan and $25,500 worth of prizes!

Source: eBay

“To Introduce the NEW Robin Hood Bag! This Smart, Modern Recipe Box for only $0.50”.

1950s vintage advertising featuring a recipe box offer.

1950s vintage advertising for Robin Hood Flour featuring a recipe box offer

Source: Pinterest

This 1954 ad is very interesting because the coupon is good for ANY can or bag of coffee, not one specific brand. Just thinking about how they kept track of that behind the scenes, makes my brain hurt. ha!

1950s Vintage ad: Vintage 1954 Robin Hood Flour Newspaper Print Ad featuring an illustration of a coffee can, a bag of flour and women drinking coffee. Save up to $0.25 on coffee with coupon.

Source: eBay

1958 ad “Save up to $0.30 on Robin Hood Flour. Coupon on the bag“.

1950s vintage ad for Robin Hood Flour from 1958 talking about saving $0.30 on your next purchase.

Source: eBay

Some of these vintage ads feature recipes you can try at home

Peanut Whirls cookies recipe as seen on this 1959 ad.

1950s vintage ad for Robin Hood Flour featuring a 1950s dessert Recipe for Peanut Whirls cookies.

Source: eBay

1961 ad featuring a recipe for a wonderful looking cake called “The Robin Hood Sunshine Cake”.

Further Reading: Vintage Cake Ideas As Seen Thru 1920s-1950s Ads

1960s vintage ad for Robin Hood flour. 1961 ad featuring a recipe for a wonderful looking cake called "The Robin Hood Sunshine Cake".

Vintage baking recipe for ‘Robin Hood Sunshine Cake’ featured above.

Source: Pinterest

Perfect for Parties…Cherry Petal Tarts made the Robin Hood ‘No-sift’ Way!“. 1963 ad featuring a baking recipe for those yummy Cherry Petal Tarts .

1960s vintage ad for 1963 Print Ad Robin Hood Flour featuring a Cherry Petal Tarts Recipe

Source: eBay

She’s Baking rolls.” 1968 advertisement.

“So how does she do it? It’s easy with the new CoolRise method of yeast baking the Robin Hood Flour people developed. Just let the refrigerator do the work. The dough rises there”.

Further Reading: ‘All The Ways We Blow Dry Our Hair’-Vintage History of the Hair Dryer

1960s vintage ad for Robin Hood Flour from 1968 featuring a busy mother at the hair salon under a dryer while her rolls bake at home.

Source: Etsy – Yellowdoormerc

Vintage Baking Books & Recipes


Note: I have a collection of vintage baking books and cookbooks on Etsy that are available right now. It’s updated monthly.


1912 ‘Delicious Recipes Made With Robin Hood Flour‘ pamphlet. Featuring recipes for sponge cake, tea cake, pie crusts and more ((see inside).

1912 vintage baking book from Robin Hood Flour featuring various Baking recipes

“How to make better baked goods”.

"How to make better baked goods" from Robin Hood Flour as seen in a 1912 baking pamphlet featuring some baking recipes like tea cakes and pie crust.

Source: Archive.org

“Bread Baking Made Easy”. 1949 baking book featuring a young woman baking the bread and then another image of her in a 1940s hat and clothes heading out with the baked bread beside her.

1940s vintage baking book from 1949 from Robin hood flour. "Bread Baking Made Easy" featuring a young woman baking the bread and then another image of her 1940s hat and clothes heading out with baked bread beside her.

Knocking the “Knack” of out Bread-Making“. See all the baking recipes HERE.

1940s vintage baking book from 1949 from Robin hood flour. "Bread Baking Made Easy

Source: Archive.org

The “Velvet Touch” baking recipes (circa 1940s) featuring Velvet Cake and Pastry Flour by Rita Martin for Robin Hood Flour Mills Limited.

1940s baking book featuring vintage baking recipes. The "Velvet Touch" Velvet Cake and Pastry Flour by Rita Martin Robin Hood Flour Mills Limited

I LOVE pie! Way more then cake and other desserts and these recipes for Rhubarb Custard Pie, Cocoanut Cream Pie and more are making me hungry.

See other vintage baking recipes from this book HERE. You can also purchase your own copy on Etsy HERE.

1940s vintage pie recipes as seen in a vintage baking book by Robin Hood Flour. You can make apple pie, cherry pie, cocoanut cream pie and so much more!

Source: Archive.org

1950s Robin Hood ‘No Sift Recipes Cookies’ recipe book (Avail to purchase on Etsy HERE).

1950s Vintage Robin Hood No Sift Recipes Cookies Cook Booklet. Fun 1950s Cookie Recipes to enjoy.

Here is a sample of the kind of recipes in the book, a ‘Basic Drop Cookie’. Yummy!

1950s vintage baking recipe for Drop Cookies from Robin Hood Flour vintage baking book

Source: Etsy – VintageCottage2020

1964 “Let’s Bake – The Robin Hood ‘No-Sift’ WayRecipe Cook / Baking book“.

I love the fun midcentury graphics and font.

Vintage 1964 Let’s Bake The Robin Hood Flour No Sift Recipe Cookbook with cool Mid Century graphics and font on the cover.
1964 Let’s Bake The Robin Hood Flour No Sift Recipe Cookbook / Baking book with fun vintage recipes for cookies and so much more.

Source: Etsy –OrtusCasus

It’s never too early to start thinking about Christmas baking. 1950s “No-Sift Christmas Recipes” book.

See all the Christmas desserts HERE.

1950s vintage baking book for no-sift christmas dessert recipes featuring robin hood flour.
1950s vintage baking book for no-sift christmas dessert recipes featuring robin hood flour. Lots of cool vintage Christmas desserts to chose from.

Learn how to make a “Holiday Braid” and “Candied Fruit Bread” in this recipe book.

1950s vintage baking book for no-sift christmas dessert recipes featuring robin hood flour. Lots of cool vintage Christmas desserts to chose from like a fruit bread and a Holiday Braid bread.

Source: Archive.org

I hope you enjoyed learning a bit about this Canadian brand and seeing some of the fun vintage ads and recipes. Please let me know if you have memories of Robin Hood Flour or what your favourite baking recipes are in the comments section below.

Thanks for stopping by!

Further Reading:

Liz

Vintage Images of Swimming Pool Life!

Growing up in Sarnia, Ontario, Canada I was very lucky to have had grandparents that owned a big pool that the family members could enjoy each summer (and enjoy we did). It is memories of my younger days that I will never forget and I will be forever grateful for.

For today’s post I wanted to jump off from this memory with vintage images from the 1920s – 1960s of regular people enjoying their own swimming pool experience.

Let’s see what I found…

1950s vintage photo of a Woman in Bikini with Elephant Statue in front of the Pool

1950s vintage photo of a Woman in Bikini with Elephant Statue in front of the Pool. Source – Etsy: therescuedphoto


Disclosure: Some of the links on my blog from Etsy , eBay are Affiliate Links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase. 


Vintage Photos of People Enjoying Swimming Pools 1920s-1960s

1920s vintage photo of 1920s bathing beauties playing Mah-Jong in a swimming pool.

1920s vintage photo of 1920s Bathing Beauties Playing Mah-Jong in a Swimming Pool in their 1920s bathing suits.

Source: Etsy – VintageArtUSA1

1920s Vienna swimming pool fashion.

1920s vintage photo of two men in 1920s swimsuits. 1920s Vienna Swimming Pool Fashion

Source: fineartamerica.com

1920s photo of the “M.S. ‘Saturnia (ocean liner)’, Pompeian indoor swimming pool”.

Further Reading: What to Wear on a Cruise-The 1930s-1950s Edition

1920s photo of the "M.S. 'Saturnia', Pompeian indoor swimming pool" featuring stylish people in 1920s swimsuits.

Source: Museum of the City of New York

These young men and women pose on the steps to the Santa Cruz Boardwalk’s giant indoor saltwater swimming pool, called The Plunge.

Although this late 1930s photograph was uncaptioned, this group was most likely promoting one of the Boardwalk’s famous water shows. The man at the far left is Don Patterson, who was famous for many death-defying stunts designed to draw tourists to the Boardwalk.

His most famous act involved donning an asbestos suit, lighting himself on fire, and diving into the pool (Source).

1930s vintage photo. These young men and women pose on the steps to the Santa Cruz Boardwalk’s giant indoor saltwater swimming pool, called The Plunge.

Although this late 1930s photograph was uncaptioned, this group was most likely promoting one of the Boardwalk’s famous water shows. The man at the far left is Don Patterson, who was famous for many death-defying stunts designed to draw tourists to the Boardwalk.

His most famous act involved donning an asbestos suit, lighting himself on fire, and diving into the pool.

Source: santacruzsentinel.com

27th May 1934: A mother and daughter standing hand in hand at the edge of Chiswick Open Air Swimming Pool, west London. (Photo by J. A. Hampton/Topical Press Agency/Getty Images)

1930s vintage photo: 27th May 1934:  A mother and daughter standing hand in hand at the edge of Chiswick Open Air Swimming Pool, west London.  (Photo by J. A. Hampton/Topical Press Agency/Getty Images)
Source: Getty Images

Cologne 1939
Two girls in bathing suits are walking from the swimming pool, where people are engaged in various activities. 1939. The pool has a ten meter springboard to which a sign is attached stating: We warn you! Impact velocity from 10 m = 50 kmh per hour. Use at own risk.

The public swimming pool in Rheinlust Cologne – Riehl, established in 1902, was the first such facility in the city. Cologne, Germany. (Photo by Galerie Bilderwelt/Getty Images).

1930s vintage photo of Cologne 1939.
Two girls in bathing suits are walking from the swimming pool, where people are engaged in various activities. 1939.

Source: Getty images

1940s Sunnyside Pool, Toronto, Canada.

In 1925 a giant swimming pool called the “Tank” was built and could accommodate up to 2000 swimmers. It was considered at that time the largest swimming pool in the world and you can still go swimming in this pool today.

Further Reading: Sunnyside Bathing Pavilion – A Grand Piece of Toronto History

1940s vintage photo of the Sunnyside Pool in Toronto Canada, called "The Tank".

July 1929, Sunnyside swimming “tank” in Toronto Canada.

This photo gives you a better idea of the size of the swimming pool.

1920s vintage photo of the Sunnyside swimming tank in Toronto Canada in 1929 showing swimmers in and around the pool.

Source: Toronto Archives

1940s photo of two young women on the pool deck in their cute 1940s swimsuits.

Vintage Hairstyle note: I am loving the “one side victory roll with braids” look on our young lady on the right.

1940s vintage photo of two young women in 1940s swimsuits posing together at the pool. They both have 1940s hairstyles, one girl is wearing braids.

Source: Etsy – TimeGotAwayFromUs

Cave and Basin swimming pool, Banff National Park, Alberta, 1948.

Further Reading: Vintage Travel To Do List: Fairmont Chateau Lake Louise

1940s vintage photo of a couple in 1940s swimsuits at the Cave and Basin swimming pool, Banff National Park, Alberta, 1948.

Source: Library & Archives Canada

1950s photo of an older woman posing for a photo on the diving board of her backyard pool.

1950s vintage photo of an older woman in a 1950s skirt and top sitting on a diving board at her pool in her backyard

Source: Etsy – RenascenceVintage

Mr. and Mrs. R Lackambre of Chatham, New Brunswick, Canada at the Fundy National Park swimming pool.

Historical value:
As one of the first facilities constructed in Fundy National Park of Canada, the Saltwater Pool and Bathhouse usefully illustrates the expansion of the national parks system throughout Canada. Given its late date, it is among the last examples of the early emphasis on recreational facilities in the national parks. Swimming pools were typical of the active recreation facilities routinely provided by national parks before the first Parks Policy of 1964 (Source-Read more).

1950s vintage photo of a young couple in 1950s swimsuits hanging out beside a swimming pool at the Fundy National Park Swimming pool, New Brunswick

Source: Library & Archives Canada

Vintage snapshot taken poolside at the Shadow Mountain Club in Palm Springs, 1957.

1950s Vintage photo taken poolside at the Shadow Mountain Club in Palm Springs, 1957. featuring 2 young girls and and older couple sitting around a table.

Source: Etsy – thewurdemanstudio

Boys and girls in swimsuits and bathing caps go for a dip at the City Municipal Pool in Santa Rosa in 1954.

1950s vintage photo: Boys and girls in swimsuits and bathing caps go for a dip at the City Municipal Pool in Santa Rosa in 1954.

Juen 1967, a young boy is enjoying some pool time next to the super cool mid century patio furniture.

Further Reading: 1950s / 1960s Outdoor Patio Furniture Ideas

1960s vintage photo june 1967 of a young boy in a portable swimming pool with 1960s mid century patio furniture beside the pool

Source: Etsy – RenascenceVintage

A Black swim club meets at the Kelly Natatorium, the indoor pool once located at the Fairmount Water Works, in 1962.  Photo courtesy of the Fairmount Water Works and Philadelphia Water Department Collection

FURTHER READING: ‘A story of social justice’: a history of racial segregation and swimming & POOL: A Social History of Segregation

1960s vintage photo: A Black swim club meets at the Kelly Natatorium, the indoor pool once located at the Fairmount Water Works, in 1962.  Photo courtesy of the Fairmount Water Works and Philadelphia Water Department Collection

Source: The Guardian

1960s vintage photo: A Black swim club meets at the Kelly Natatorium, the indoor pool once located at the Fairmount Water Works, in 1962.  Photo courtesy of the Fairmount Water Works and Philadelphia Water Department Collection

Poolside doggie and a breeze block wall for the win! -1950s/1960s photo.

Further Reading: Mid-Century Cool: Breeze Blocks

1950s vintage photo / 1960s vintage photo of a midcentury backyard pool with a breeze blocks wall. The two images features a dog poolside with two different women in the pool.

Source: Etsy – 1000WordPhotoShop

Late 1950s / Early 1960s photo of a a young woman in sparkly halter top swimsuit posing at the poolside – Panama City, Florida.

I love the ‘Holiday Lodge’ sign in the background.

Late 1950s / Early 1960s photo of a A young woman in sparkly halter top swimsuit posing at the poolside - Panama City, Florida.

Source: Florida Memory

I hope you enjoyed this post and maybe even learned a bit along the way. Please share in the comments section below what your favourite image was and thank you for stopping by!

FURTHER READING: Vintage Photos 1920s – 1960s (Archived Blog Posts)

Liz