Image of a Golden Age Lingers Long ; We May Have a Romantic Image of Farming in the 1950s but in Reality, Agriculture Was Slowly Transforming Into the Industry We Know Today. Northumberland Business and Farming Consultant Bruce Jobson, Right, Takes a Look at the Changes

The Journal › August 21, 2010

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Summary

POST-Second World War farming heralded the beginning of the end of the era of romanticism within the industry. After six years of global conflict and the resulting imposition of food rationing which lasted until June 1954, British agriculture was set to embark on a mechanical and technological revolution that would transform the countryside and rural way of life. Even today, 60 to 70 years on, the romanticism and nostalgia of this bygone era still pervades our modern way of life. Mainstream advertising for yogurts, chocolate bars, bread and a myriad of wholesome products continues to feature the idyllic rural setting of happy family life in a hay field or an autumnal harvest scene. The advertising message is simple: trust.

The perception is aimed at old fashioned values, a deep, rich heritage and traditional wholesome "goodness". This bygone image has remained part of our national consciousness. It's a period of food security, home-grown produce and succulent taste. This was the time of long, hot lazy summer days and rich golden harvests. Today, we live in an era of globalisation, mass imports, supermarkets and food air-miles.

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Extract

Image of a Golden Age Lingers Long ; We May Have a Romantic Image of Farming in the 1950s but in Reality, Agriculture Was Slowly Transforming Into the Industry We Know Today. Northumberland Business and Farming Consultant Bruce Jobson, Right, Takes a Look at the Changes

For those actively involved in farming during the 40s and 50s, life was different. Long hours and buckets of sweat were the reality rather than the enjoyment of hayfield picnics. Obesity wasn't invented (treatment wasn't needed owing to war-time rationing) and a healthy meal required actual food preparation and cooking rather than microwaving or...

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