A man tears down the walls of his house to uncover a 1915 treasure: ‘It was a shock, yes, completely’
While renovating his home, a Minnesota man discovered a hidden treasure from 1915 behind the walls: ‘It was a total shock.
For years—decades, even centuries—relics have remained hidden in the most unexpected places. And many of these treasures, valuable for their historical significance, can be as simple as old advertising posters. Just ask George Johnson, a homeowner in Minneapolis, Minnesota, who uncovered an unusual piece of history while replacing the siding on his house.
Beneath the walls, almost perfectly preserved, was a massive painted advertisement for Gold Medal Flour, dating back 110 years. “It hasn’t seen sunlight until now. It’s a really cool and meaningful discovery,” Johnson told local TV station Kare 11.
According to experts at the Mill City Museum in Minneapolis, who examined the find, the house dates back to November 1915, when it originally operated as a store for the American flour brand. At the time, Gold Medal was the leading flour supplier in the U.S., and this slogan helped make the brand a household name.
American food history hidden behind renovated walls
Tanner Deeds, interviewed by KARE11, explained that the ad was “one of the earliest food marketing campaigns still preserved in U.S. history.” It was so pioneering that it helped inspire the rise of other industry giants like the Pillsbury Company, especially during World War I, when food production became critical to supporting troops in Europe.
With its catchy slogan—“Occasionally, why not?”—Gold Medal didn’t just boost its own business. It sparked competition, inspired innovation, and helped put its hometown on the map. “It really put us on the map,” said Deeds. “It’s a clear example of the role Minneapolis and Minnesota played in the global economy at the time.”
Now, after this remarkable discovery, Johnson plans to continue his renovations—but with a twist. “I want to remove the entire façade, seal the house, reinstall the sign, and then apply a protective coating to preserve it.” It’s a reminder that sometimes, we’re walking—or leaning—on pieces of history, each with its own unique story to tell.
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