![]() ![]() The posters shown here drew on the idea that meat imparted virility, more so than other foods, and was, therefore, more necessary for men on the front lines. The annual contest themes were designed to indoctrinate students about the latest findings on meat. The Board used high school poster contests, usually directed at home economics students, to spread knowledge about meat. The outbreak of WWII provided the Meat Board another opportunity to show off meat’s mettle. Undated pamphlet titled “Meat Builds Better Breakfasts – Better Breakfasts Build Better Bodies.”īox 263, Folder: Meat Board research program, 1924-1984, National Live Stock and Meat Board records, Collection #11744, American Heritage Center, University of Wyoming. The “’He-Man’ breakfast,” for example, explicitly tied a meat-centered meal to manliness. The pamphlet pictured here is called “Meat builds better Breakfasts-Better Breakfasts build better Bodies,” and it drew inspiration from eugenic contests like “Fitter Families for Future Firesides.” In its promotions like this one, the Meat Board often reinforced the age-old connection between meat and strength. ![]() The Board struck back with studies on the healthfulness of meat and used that information to create all sorts of promotions. At the time, Americans ate less meat for various reasons, one being the popularity of breakfast cereal-pioneered by John Harvey Kellogg-which had replaced the traditional hearty morning meals. In 1922, industry leaders created the Meat Board to promote meat consumption. In the following paragraphs, I’ll tell a little bit about the Board and highlight some of its more amusing initiatives on the theme of meat and masculinity. ![]() Surprisingly, its influence has remained largely hidden in historical literature. It consisted of representatives from livestock associations, packers, retailers, and livestock exchanges. The Meat Board, I argue, embodied this new era of cooperation. In it, I explain the origin of cooperation between these two groups and the many ways in which they reshaped the cattle industry. I used my American Heritage Center travel grant to explore the Meat Board records for a book project tentatively called Cattle Cartel: How Big Cattlemen and Packers Harnessed the Meat Industry, 1916–1933. Now nearly forgotten, in its heyday, the Meat Board was the nation’s leader in meat advertising and much more. The National Live Stock and Meat Board invented this piece of Americana and linked meat-eating to manliness for over seventy years. It’s what’s for dinner.” So, Sam Elliot in his deep, husky drawl immortalized one of the most famous meat slogans in recent memory. ![]()
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