I buy the Golden Flax Seed Meal at my local health food store. They buy it in bulk and bag it up. I've never bought Bob's Red Mill, but I'm sure it must look similar. It is golden in colour and quite fine, almost looks like graham cracker crumbs. The other that the Hearty Country Loaf calls for is Whole Ground Flax Seed Meal. You could either buy the seeds and grind it yourself or I find it already ground at the Bulk Barn (Canada). It is darker and coarser than the golden flax meal. They also have the seeds if you want to grind your own.
Good luck with your bread. I have made a few loaves and they always fall for me. The first time I opened the oven door to the first notch (about 4 inches) to let it cool. The book says to crack the oven door so the next time I put a wooden spoon handle in the door to crack it, it still fell. Next time I will let it cool in the oven with the door closed. Let me know how yours turns out.