In light of extended stay-at-home periods during the COVID-19 pandemic, recent societal trends have revealed an increased use of online media to remain connected. Simultaneously, interests in at-home cooking and baking, particularly of 'comfort foods' have increased. Since flour is a crucial component in many of these products, we analyze how the U.S. public, in social and online media space, references "flour" and its use. We also quantify the share of media mentions about flour that are devoted to flour-related food safety risks and/or risk mitigation. It was found that the volume of mentions about flour and its use fluctuate seasonally, often increasing ahead of the winter holiday season (November-December time period). Further, the volume of interest rapidly increased in March 2020 when stay-at-home orders were issued. The share of media devoted to flour-related food safety risks or associated illness were extremely small but generally corresponded with flour recall announcements or other public risk communications. Overall, the interest in flour and its use remains seasonal and predictably related to societal trends, such as increased baking at home during the holidays or 2020 stay-at-home orders. However, awareness of flour-related food safety risks seems largely absent based on online media data collection and analysis, except in immediate reactions to flour recalls. This study suggests that more flour safety education program may be desired to support consumers' informed decision-making.