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Hazell, Watson and Viney Ltd, Ministry of Food
This First World War poster urged the conservation of bread in 1917 when the German submarine blockade of Britain had led to serious food shortages. It was part of a publicity campaign mounted by the Food Controller, Lord Rhondda, to encourage food economy instead of imposing food rationing. Rationing was eventually introduced in Britain in 1918. However, despite a scarcity of butter and sugar Britain's bread stocks remained stable during the war.
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Te Papa Collections Online