Swedish Milk, a Swedish Duty: Dairy Marketing in the 1920s and 1930s

Sammanfattning

On basis of the argument 'Better milk - increased consumption' the Swedish association 'The Milk Propaganda' , managed to frame a milk marketing project in which economic interests were intertwined with references to public health and the survival of the Swedish countryside. The very idea of marketing milk , building on its quality and health, was presented as mutually beneficial for producers and consumers, and for the entire Swedish society. In the 1920s and 30s the project was visible through posters, a journal, milk restaurants and school campaigns. The story includes fascinating encounters between rurality and urbanity, materialised through milk. During the economic crisis around 1930 milk marketing became aggressive and consumers were urged to consume as much dairy produce as possible in order to fulfil their national duty to help save farmers and the countryside

Publicerad i

Rural History
2010, volym: 21, nummer: 2, sidor: 213-232
Utgivare: Cambridge University Press

SLU författare

• Martiin, Carin

  • Stockholms Universitet

UKÄ forskningsämne

Ekonomi och näringsliv
Samhällsvetenskap

Publikationens identifierare

• DOI: https://doi.org/10.1017/S0956793310000063

Permanent länk till denna sida (URI)

https://res.slu.se/id/publ/34158