National Register of Historic Places in Jackson County
William "Heine" Fluhrer (pronounced "Flue-er") was an influential and wealthy businessman and civic leader in Medford. Operating from a series of buildings, his Fluhrer Bakery, maker of "Holsum Bread," was quite successful.
In 1933, he hired Frank Clark to design the first, central portion of a new bakery facing Holly Street. Clark used the popular Art Deco style with engraved columns boasting fancy shields at their tops. In 1941, Clark designed a matching addition and the small L-shaped gas station at the north, facing 6th Street, was also remodeled.
Fluhrer died in 1948 when his plane crashed, killing him and his three passengers, all members of the Oregon Legislature. Fluhrer's widow Margaret continued to operate the bakery until 1962 and Williams Inc., of Eugene made bread here until 1972.
From the Medford Urban Renewal Agency booklet, Medford Historic Walking Tour