About All Purpose Flour Australia

All Purpose Flour Australia began in 2019 when our founder, Sarah Mitchell, noticed a gap in the Australian market for reliable, unbiased information about flour. After spending fifteen years working in professional bakeries across Sydney—from artisan bread shops in Surry Hills to patisseries in the Eastern Suburbs—Sarah understood that the foundation of great baking starts with choosing the right flour.

Too often, home bakers were confused by the array of flour options at their local Coles or Woolworths. Questions like "What's the difference between White Wings and Lighthouse?" or "Can I use plain flour for bread?" came up repeatedly in baking forums and social media groups. Sarah realised that with her professional experience and network of industry contacts, she could provide the answers Australian bakers were searching for.

What started as a simple blog sharing flour comparisons has grown into Australia's most comprehensive flour resource. We've tested dozens of flour brands, interviewed millers, consulted with food scientists, and baked countless batches of scones, damper, lamingtons, and pavlovas to understand how different flours perform in Australian kitchens.

Our team now includes food scientists who understand the chemistry of gluten development, historians who research traditional Australian baking methods, and recipe developers who test every recommendation in real home kitchens. We're particularly proud of our work making baking accessible to those with dietary restrictions—our gluten-free guides have helped thousands of Australians with coeliac disease rediscover the joy of home baking.

Whether you're a complete beginner measuring flour for your first batch of ANZAC biscuits or an experienced baker seeking the perfect flour for your sourdough starter, we're here to help. Our mission is simple: empower every Australian to bake with confidence by providing honest, expert advice on the humble but essential ingredient that makes it all possible—flour.