A large container in the shape of a man wearing a bowler hat. The hat unscrews to reveal a recess for flour with a cover half of which has dispensing holes. There is a rectangular space on his chest where an adhesive label could go. The container is based on the advertising character Fred the Flour Grader. In 1964, Spillers flour (which would become Homepride flour) were approached by two copy writers called Bob Geers and Bob Gross. They had an idea for an advertising campaign which featured Chief Flour Grader, Fred.