Building upon the foundation left behind by Ebenezer "Indian" Allen and his early development of the "100 acre tract," numerous flour mills started popping up along the Genesee River, with the largest concentration near one of the city's three water falls: Upper Falls. A power canal was diverted from the river before the falls to support the numerous mills, and the area was soon named Brown's Race. By the time the mills were in full production, the area was established as Rochesterville. At the time as well, the region was garnering international attention, with even the English Royal Family placing processed grain orders. The village was a fully operational grain producing powerhouse, and with the completion of the Erie Canal, was able to transport goods faster and further than ever. Rochester was now, well deservedly, The Flour City.

The nickname is probably Rochester’s most well known, as it shares space with its “twin“ as dual inspiration for the city’s official logo. As the most well known, it’s only fitting that we give it the neon treatment.