'New Zealand Sunshine Products', advertisement, c 1945-1954.
© Michael Martin / Science & Society Picture Library
Poster advertising the 'Sunshine Products' of New Zealand, namely lamb, butter, cheese, pork and beef. The poster is designed to entice consumers to buy produce from New Zealand once rationing is no longer in force. World War II, particularly the German submarine campaign directed against Allied shipping in the Atlantic, led to a strict system of rationing being introduced in Britain in 1940. People were isued with coupons, which they exchanged for a basic ration of esential foodstuffs such as eggs, sugar, cheese, meat and fats. Other foods such as tinned fruit, and items such as clothes were also subject to a les strict 'points-based' rationing regime. Rationing continued after the war and the restrictions were not entirely lifted until 1954.