Ploughman's Lunch Was Cheese Marketing

Beer, bread, and cheese have been staples of the British diet since antiquity, while bread and cheese sustained rural laborers for centuries. Although the phrase "ploughman's luncheon" appeared once in 1837, the modern term became established during the 1950s through a campaign designed to sell more cheese. After wartime cheese rationing ended, the Cheese Bureau promoted the meal in pubs, and the Milk Marketing Board expanded the campaign nationwide during the 1960s.

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