New South [10 pounds, cloth flour bag] produced by the New South Flour Company of Louisville, Kentucky. The paper label posted on the aqua fabric with white polka dots features a prominent image of a sternwheeler steamboat. Flour manufacturers often used brightly colored fabric to attract buyers. This cloth was used for all types of purposes: backing for quilts, utilitarian rags and towels, curtains, even clothing. Bleached flour means that it has been chemically treated to speed up aging, which unbleached flour is bleached naturally as it ages. Many cooks prefer bleached flour for their baking.
Broadside 2402 (2011.3.35)
New South, Flour bags, New South Flour Company, Louisville, Kentucky