It used to say FIVE ROSES FLOUR.
Then they had to change it to FARINE FIVE ROSES FLOUR
Then they changed it again to FARINE FIVE ROSES
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That huge neon Five Roses sign is a Montreal icon. So much so, that the company who bought the building, a competitor floor maker, agreed to keep the sign and even restored it, even though it promotes the product of a competitor. Now, that's what I call heritage preservation no matter what.
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I love that damn sign, I always have, since I was a wee little boy.
That is awesome.