Advertising

The Bee Hive Golden Corn Syrup was a staple product in many Canadian households and St. Lawrence Company Limited sponsored many sporting events using this famous grocery product. The company particularly sponsored sporting events such as Skiing, Hockey and figure skating, which were all Canadian favorites. One of the more memorable sponsorships was when Bee Hive Golden Corn Syrup was endorsed by Karen Magnussen in 1987 who won five Canadian Figure Skating Championships between 1968 and 1973, selling its energy boosting abilities and delicious taste. A wide range of demographics enjoyed watching sporting events, so the fact that St. Lawrence company was able to pay a high-profile athlete like Karen Magnussen to endorse their product means that their business was very profitable. St. Lawrence Starch also sponsored the Bee Hive Giant Slalom, which was one of the first professional ski races during the 1960s, this event attracted many former Olympic medallists. The company also advertised their support for local amateur athletes by starting the Bee Hive Swim in 1937. Furthermore, there were advertisements featuring Bee Hive with Canadian NHL hockey players. The very first page of the pamphlet is about “Bee Hive for Energy,” and by advertising the “round the clock energy” abilities during the golden age of television, Bee Hive Golden Syrup gained popularity for being a versatile product packed with energy among babies, children, and adults. (For Your Enjoyment Bee Hive Golden Corn Syrup, pg. 1) 

Gender

The central message in the advertisements for products in the 20th century was that women should strive to please all males by preparing delicious, healthful meals and fulfilling their roles as a dutiful housewife but following World War II, there was substantial growth in the female workforce and women wanted versatility and ease when it came to the preparation of food. The Bee Hive Golden Corn Syrup catered to women’s need for versatility because it can be paired with almost anything and make a wonderful treat which is advertised in the pamphlet using illustrations of delicious food. The ease of creating a delicious dessert in minutes must have made The Bee Hive Golden Corn Syrup a popular choice amongst white, middle-class housewives as all of the recipes found in the pamphlet were the ones that were popular in the West, there are no recipes that cater to other cultures.

Economic 

After World War II, many industries, new office complexes, and commercial opportunities were attracted to a greater residential base. The expanding middle class fuelled by demand form the depression and World War II, the population surge and economic expansion resulted in urban growth and particularly
the growth of suburban municipalities in the 1950s and 1960s. This resulted in increased distances between residences and other land uses such as places of employment and commercial centers. This could've been the reason why St. Lawrence Company Limited attracted many employees and became one of the largest employers in historic Mississauga as the factories were also located in the suburbs.