FLA

if you got this, you know how to pronounce flour properly.
i was in a supermarket and i asked the woman: Do you know where the flour is? (i pronounced it as flower)
She looked at me as if i was crazy
I tried again: The flour (flower)?
Stare
My last resort: I mean, the Flour (flah).
Woman: OH! (directions...)

But why? WHY? do people pronounce flour as FLAH???