Photographer's Note

Since sixty years, this sign has greeted Montrealers driving over the Champlain Bridge or descending from Mount Royal.

Erected in 1948, it originally read Farine Ogilvie Flour, named after the wealthy Scots-Canadian family that owned the mill. In 1954, the family name was replaced by Five Roses, a new brand of flour that quickly became a fixture in Canadian households.

In 2006, the brand was sold to another multinational, making the big sign irrelevant. To corporate management then, it seemed only natural to turn the sign off, with the ultimate goal of dismantling it.

But to the eyes of heritage activists and ordinary citizens, it was a big mistake, declaring that the sign "deserves a place in our hearts, if not our skyline" and urged the company to keep it alive and launched a website called Save Farine Five Roses Sign.

So far, it's still upstairs and illuminated, but nobody knows for how long. I wanted to shoot it since a long time, before it disappears.

This is the first image of a series I want to do about "Industrial Montreal" and the less touristic spots.

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Additional Photos by Andre Roberge (InasiaJones) Gold Star Critiquer/Gold Star Workshop Editor/Gold Note Writer [C: 1391 W: 152 N: 6235] (31566)
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