This beautiful propaganda poster from the First World War is the result of a controversy. The fresh-faced young white woman in her United States Food Administration-approved food conservation uniform and cap, gestures to a table with an enormous glass bottle of milk, a huge block of butter, a wheel of cheese, and what is either a mound of cottage cheese or some sort of milk pudding. A framed view of dairy cows in a green field floats behind her. It exhorts the reader to "Eat more MILK." But why?

Throughout World War I in the United States, dairy farmers struggled. Feed prices went up, and retail prices of milk went up, but the wholesale prices that farmers got from milk dealers and dairies remained static. ​Despite dozens of local and state and federal inquiries, no single culprit for high milk prices was ever discovered. The result of high prices combined with government advocating for increased production and Progressive Era ideas about the importance of cow's milk in the diet, particularly for children, meant that by the spring of 1918 there was a serious milk surplus. For several years, the butter, cheese, and condensed milk industries had absorbed the milk surplus, but by the spring of 1918 they were also over capacity. 

The United States Food Administration, in conjunction with state governments, embarked on a campaign to try to get Americans to consume more milk, with limited success. In May of 1918, New York City hosted the National Milk and Dairy Farm Exposition at the Grand Central Palace. New York State Governor Charles Whitman opened the exposition, and United States Food Administrator Herbert Hoover also attended. Home economists praised milk-based dishes such as puddings, custards, and the use of cottage cheese and brick cheeses - hence the phrase "Eat more milk," rather than "drink," as drinking cows milk was not common among adults. Cottage cheese and brick cheese were touted as affordable meat alternatives. Despite the classic Progressive Era boosterism, including the attendance of "famous" cows at the exposition, retail milk prices remained relatively high, with seasonal dips in the spring and early summer.

Federally fixed milk prices helped solve the problem short-term, but even after the war, dairy farmers were subject to a Congressional investigation to determine whether they price gouged consumers (they didn't), and the right of farmers to form co-ops was in danger of becoming illegal under anti-trust laws. Ultimately, it was falling grain prices and rising postwar demand that evened out prices, although to this day the dairy industry still struggles.  

​Even after the war, Progressive Era ideas about the importance of cow's milk in the diet persisted, and were recycled during the Second World War. 

Last week we talked about the High Cost of Living in the First World War. Those memories were close at hand during the Second World War. During World War I, the federal government did little to control prices at the consumer level, and rationing was voluntary. The U.S. Food Administration did control whether or not retail establishments and manufacturers complied with rationing and other rules through a complicated system of licensing and oversight, but individual consumers were technically allowed to make their own food choices. 

During World War II, things were different. Rationing was mandatory, even if the stamps were often confusing, and black markets definitely existed. But the creation of the Office of Price Administration froze the official prices of a whole host of goods, including food, to try to offset wartime inflation. Once again retailers were being regulated by the government, but this time the OPA relied on consumers to help report violators. 

By enlisting housewives to help enforce "ceiling prices" by refusing to purchase goods at that exceeded the published price lists, the OPA got a free labor source, and the housewives ensured that their retailers were not cheating them. Black women, in particular, benefitted from this practice, as discrimination meant they were subject to being cheated. 

This pair of posters, comparing the inflation of food from WWI to WWII, was designed to prove the effectiveness of the Office of Price Administration and its price control efforts. In the first one, Uncle Sam points to a chart that compares the rise of inflation over the course of both World Wars. In the second, two bar charts on inflation are compared. In the first, labeled 1918, a (suspiciously-1930s-attired) housewife tries and fails to reach a basket of food labeled "Cost of Living" as it rises on a bar chart of 64.6% inflation. Whereas the 1944 housewife can easily reach her basket at 25.9% inflation. Interestingly, her bar chart has a white line 3/4 of the way up which reads "Price control began here." The black bar below reads "Before Price Control," implying that inflation could have been much worse without the intervention of the OPA. Both statistics are attributed to the 53rd month of the war, which seems to indicate that the inflation statistics for World War I start in 1914, not 1917, when the U.S. officially joined the war, which tracks with the cost of living increases that began long before April 7, 1917.

These two posters indicate just one of the ways in which the lessons of the First World War were applied to the Second. Some lessons, however, remained hard to swallow. During WWI, the United States Food Administration, although formed by executive order in May of 1917, received no funding from Congress until August, 1917, because a number of congressmen objected to the sweeping powers and controls it gave the executive branch. In an effort to avoid a bloated post-war bureaucracy, it was quickly dismantled in early 1919, despite the fact that the cost of living rose precipitously after the war.

Similar sentiments about the power of the Office of Price Administration were debated during WWII, and numerous attempts by organized retail and manufacturing organizations to weaken it started as early as 1944. The OPA was allowed to temporarily expire in 1945, and prices jumped almost instantly. It was hastily reinstated, but in a weaker form, and was fully abolished in 1947. Some price control functions for sugar, rice, and a few other products were shifted to other agencies. 

In her article, "'How About Some Meat?': The Office of Price Administration, Consumption Politics, and State Building from the Bottom Up, 1941-1946," historian Meg Jacobs talks about how the Office of Price Administration helped Americans determine that high standards and low cost of living was their reward, nay birthright, for surviving two World Wars and a Great Depression. Caught between empowered consumers and producers and retailers anxious to throw off the yoke of government regulation, the OPA was at the center of post-war discussions about the future of the American economy.  

Given today's cost of living problems, I find it fascinating to study the economics of the first half of the 20th century, and how societal reactions and government policies continue to shape today's discussions about the future of our economy - whether people realize it or not. Today, economists are studying the impact of the Great Recession and COVID-19 on our economic future, just like historians and economists in the 1920s and 1940s did when they were looking back at the two World Wars. 

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Last week we featured a propaganda poster from World War II that hearkened back to Valley Forge. This week we're featuring a propaganda poster from World War I that also hearkened back to the American Revolution - "The Spirit of '18."

During the First World War, the United States Food Administration, along with private organizations like the National War Garden Commission, encouraged ordinary Americans to plant war gardens (later termed "victory gardens," a name that stuck when revived in the Second World War). War gardens were needed to free up commercial agricultural products to send overseas to American Allies, many of whom were suffering after three years of privations, and to feed American troops abroad. In particular, the 1915 and 1916 wheat harvests had been poor, leaving little to export. In order to free up domestic supplies for shipment overseas, the government encouraged Americans to grow and preserve more of their own food, alleviating the domestic strain on food supplies and freeing up commercial foods for government use. This was a tactic which was revisited during World War II. 

In this poster, a young boy wearing overalls bearing the US Food Administration seal, carries a wooden crate of vegetables. He looks on at the older man in the center, whose haircut brings to mind George Washington, and who carries a larger basket of produce. At the far right, a young man carries a sheaf of wheat on his shoulder. All are marching in step, a stylized cornfield and a brilliant blue sky behind them. "Spirit of '18," the poster reads at the top. Below, it says, "The World Cry Food - Keep the Home Garden Going," with the United States Food Administration title and seal at the bottom.

Although it doesn't seem like it on the surface, this poster references the American Revolution. It is based on a very famous image which would have been familiar to Americans at the time. Painted by Archibald MacNeil Willard in 1875 for the 1876 Centennial Exposition in Philadelphia, the painting which became known as "Spirit of '76" was revealed to little critical acclaim, but great popularity among ordinary people. Willard reproduced it several times. The original was enormous - eight feet by ten feet.

The above image of "Spirit of '76" is a chromolithograph produced by J. E. Ryder for the Centennial Exposition and sold to tourists as a souvenir (see the original here). This helped its popularity greatly, as it was widely panned by critics as too dark. The painting illustrates two drummers - one elderly and one a young boy, accompanied by a wounded man playing fife - behind them flies the American flag (or perhaps the Cowpens battle flag) and more troops waving their tricorn hats - evoking perhaps that the resolute fife and drum corps are leading a column of relief troops, bringing victory to the battle that wounded the artilleryman in the foreground with his cannon on the ground, its carriage broken. 

You can see how closely William McKee mirrored the work of Archibald Willard - the three figures in both images are nearly identical - a young boy, an elderly man, and a young man, although in the World War I poster the young man is considerably younger and more Adonis-looking than Willard's figure. The figures represent the three generations - youth, adulthood, and old age, as well as the breadth of men participating in the American Revolution and World War I. During the Revolutionary War, musicians were usually boys too young and men too old to enlist as regular soldiers. Old men and young boys were also "drafted" during the First World War for home front duties, including gardening and farm labor.

In both images, the figures are marching forward, bringing victory behind them. 

Archibald Willard died on October 11, 1918, exactly one month short of the end of World War I. So it is possible he saw his work replicated in this poster. "Spirit of '76" was his most popular and enduring work, but it did not bring fame or fortune. 

For other Americans who saw the "Spirit of '18" poster, it surely would have instantly brought to mind the "Spirit of '76," and the sacrifices and courage of the American Revolution, inspiring similar levels of patriotism and sacrifice by Progressive Era Americans during the First World War to "do their bit" and contribute to the war effort through war gardens. 

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