On any given day, All-Purpose Flour can be found working hard across multiple genres. In the morning he is rising into a biscuit. By the afternoon, he is thickening gravy, then he turns around to give structure to pie crust and body to pizza dough. While his peers have chosen to specialize as cake flour, pastry flour, high gluten flour, and others, All-Purpose views such labels as an excuse to be lazy.
“Back in my time, we learned how to do it all. It’s disgraceful the way these new hipster flours claim that they can’t do certain jobs.” -AP Flour, also known as Jack of All Cakes.
In these times of competitive marketing, when everyone is told to niche down, we asked AP how he differentiates himself to stand out from the crowd.
“I don’t need a brand because my hard work speaks for me. Winter wheat. Hard wheat. Soft wheat. All o’ dem are soft wheat. Why do they even bother with the categories? Niche down..that’s ridiculous. They’d be better off if they quiched up!”
To prove his point, AP puffed up into a handsome brioche and paired beautifully with bubbly Champagne, proving that he is equally at home on a checkered napkin, as well as on a white tablecloth. His All-Purpose stance has led him around the world, onto almost every table, and he couldn’t be happier.
