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Image 16, 16b

J. Walter Thompson Ad Agency Mock Ups

Under pressure from business interests, WWII food rationing was disbanded as soon as the war ended. President Harry S. Truman launched a new food conservation effort in the fall of 1947 to make food available for hungry Europeans. He appointed a “Citizen's Food Committee” that developed a campaign around the slogan “Save Wheat, Save Meat, Save the Peace.” The campaign urged children to become a member of “The Clean Plate Club” and provided housewives with meal-planning ideas.

NAL's collection contains only the mock ups created by the ad agency. Whether these ads were ever realized is not known.

Citizen's Food Committee, c.1947.

Source: Special Collections, National Agricultural Library