I don't know the exact name of the product but I am working on a pinboard and will be going to the store to get the backing for it. Please follow up with me via email st.amand@rogers.com and I will hopefully have an answer for you. thanks for your inquiry.

Hi, curious where you purchased this frame and fabric? Looking to create something similar for a pinboard in my kitchen

The backing is called press board and I got it at a local building supply store. I first attached it to particle board with contact cement. . You could also use cork sheeting. The trim is casing from building supply store. Just choose a profile that has some detail and a 3 to 4" width. The fabric is Robert Allen called Vintage Blossom and the colour is Dove. Hope this helps.

Here is a link to the fabric: http://www.robertallendesign.com/trade/fabric_detail.aspx?product=196488