How the Supermarket Helped America Win the Cold War (Update)
Dec 9, 2024
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Shane Hamilton, a historian at the University of York and author of "Supermarket USA," joins Peter Timmer, a former Harvard economist and expert in agricultural policy. They discuss the strategic role supermarkets played in Cold War propaganda, shaping American eating habits and showcasing abundance to contrast against the USSR. The conversation dives into agricultural innovations like the 'Chicken of Tomorrow,' the influence of government policies on the food supply chain, and the ideological clash represented by consumerism in the Cold War.
Supermarkets emerged in the early 1930s as a response to societal changes, revolutionizing convenience and consumer culture in America.
U.S. agricultural policies during the Cold War aimed to showcase the superiority of capitalism through productivity, impacting food abundance and health.
Deep dives
The Evolution of Supermarkets
Supermarkets have played a crucial role in shaping American consumer culture since their inception in the early 1930s. They emerged as a response to a changing society, combining various food staples and services into a convenient one-stop shopping experience, unlike earlier dry goods stores that lacked perishables and self-service capabilities. The introduction of self-service shopping, notably pioneered by the chain Piggly Wiggly, radically transformed retail, making it accessible and efficient for consumers. The rise of supermarkets reflected larger economic trends and was significantly influenced by advances in agricultural technology and a push toward mass production and consumption.
Government Influence on Agriculture
The U.S. government has historically played an instrumental role in shaping agricultural policies that led to the development of the supermarket model. Agencies like the USDA funded agricultural research and technological advancements that increased productivity and efficiencies in farming. This investment not only focused on crop yields but also facilitated better transportation of food from farms to urban consumers. As a result, government interventions aimed to stabilize food prices and support farmers while simultaneously promoting a surplus in food production, which ultimately benefitted the supermarket economy.
The Cold War and Food Production
During the Cold War, the agricultural productivity in the U.S. was partially framed as a demonstration of the superiority of capitalism over communism. With aims to impress foreign leaders, such as Nikita Khrushchev, the U.S. showcased its agricultural advancements, including developments in hybrid corn and chicken breeding, through cultural exhibits. This initiative was rooted in the idea that American abundance could sway public perception towards capitalism as a more effective system. However, the political use of food and agriculture as propaganda also highlighted the underlying tensions within American agricultural policies that favored mass production.
Consequences of Industrial Agriculture
The push towards industrial agriculture has resulted in both food abundance and significant negative health and environmental impacts. While the system has enabled cheap food prices and high productivity, it has also led to a decline in food diversity and increased reliance on processed foods, including high fructose corn syrup. This reliance reflects larger systemic issues within U.S. agriculture that prioritize quantity overquality. Furthermore, the consolidation of farms and rise of corporate agriculture have jeopardized small family-run farms, raising concerns about sustainability and long-term health implications for consumers.
Last week, we heard a former U.S. ambassador describe Russia’s escalating conflict with the U.S. Today, we revisit a 2019 episode about an overlooked front in the Cold War — a “farms race” that, decades later, still influences what Americans eat.
SOURCES:
Anne Effland, former Senior Economist for the Office of Chief Economist in the U.S.D.A.