Me comfused too. It appears from your link there is a Robin Hood flour. In New England King Arthur flour is the favorite. It is/was a family company and they mail world wide to fussy bakers/confectioners.
If you think that's confusing ... we have a local baker with the last name Flour and his shop is "Sweet Flours" ..
Brioche and butter anyone?
Oh, well!
http://ww3.kingarthurflour.com/cgibin/start/ahome/main.html


For tons more information on this company (founded 1790) in Vermont just Google "King Arthur Flour"