Farine Five Roses

Has anyone ever told you about the time the Farine Five Roses sign almost disappeared? It’s a Montreal ghost story, but with a happy ending. This vibrant red beacon, perched atop the old Ogilvie flour mill, has been a city icon since 1948. It’s more than just an advertisement for flour; it’s a symbol of Montreal’s industrial past and a familiar friend to locals. The Farine Five Roses sign wasn’t always “Five Roses.” Originally, it proudly displayed “Farine Ogilvie Flour,” reflecting the mill’s owners. Then, in 1954, Ogilvie acquired the Five Roses brand, and the sign got its now-famous makeover. But the changes didn’t stop there. Quebec’s Bill 101, passed in 1977, led to the removal of “Flour” from the sign, leaving the French “Farine.” Fast forward to 2006, and the sign’s future looked bleak. ADM, who had bought Ogilvie, sold the Five Roses brand to Smuckers. The sign went dark, and Montrealers panicked. Thankfully, public outcry and the efforts of heritage groups saved the sign from dismantling. Smuckers even invested a significant sum in its restoration. Today, the Farine Five Roses sign, with its 15-foot-tall letters, continues to flash its cheerful red greeting across the city skyline. It’s a testament to the power of community and the love for a quirky, iconic landmark.