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!

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 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)

• 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 (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).

• Further Reading – Robin Hood Flour History

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

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.

Source: Saskatoon Public Library 

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

Source: Pinterest

1930s vintage ad for the 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!

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.

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!

Source: eBay

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

Source: eBay

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

Peanut Whirls cookies recipe as seen on this 1959 ad.

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

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 .

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

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).

“How to make better baked goods”.

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.

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

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.

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.

Source: Archive.org

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

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

Source: Etsy – VintageCottage2020

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

I love the fun midcentury graphics and font.

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.

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

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:

• Vintage Food Posts 1920s -1960s (archived blog posts)
• Vintage Canada Posts 1920s-1960s
• Vintage Advertising 1920s-1960s

Liz