Selection all-purpose flour

Selection All-Purpose Flour is a staple baking ingredient primarily marketed across Canada. This specific brand is a private label (house brand) developed by the Canadian grocery retailer Metro Inc. to provide a value-oriented alternative to national name brands. It is designed as a versatile, pre-sifted, and enriched wheat flour suitable for a wide range of kitchen activities, from thickening sauces to baking bread and pastries.

As a Canadian private label, the product is manufactured within Canada using domestic wheat supplies. The production process involves sourcing wheat from Canadian farmers, which is then milled and packaged within the country to satisfy regional demand across Ontario and Quebec. This local supply chain ensures that the product meets Canadian food safety and fortification standards.

The brand is owned and managed by Metro Inc., a major player in the Canadian food industry. Originally founded as a cooperative of independent grocers in Quebec, Metro has grown into a multi-billion dollar corporation that oversees several major chains, including Metro, Food Basics, Jean Coutu, and Super C. The Selection brand serves as their tier-one private label, offering thousands of items across various food and household categories.