Take a peek at the collection of the Historical Museum of St. James-Assiniboia as our staff highlights artifacts from our collection.

During WWII, ration coupons were just one element of a national nutrition campaign that encouraged efficient production and consumption of food, creative cooking, and the creation of the first Canadian food guide.  

Canada was a major supplier of food for overseas allies and this required rationing on the home front. By the end of the war, Canada was suppling 57% of the wheat and flour consumed in Britain, as well as 39% of bacon, 15% of eggs, 24% of cheese, and 11% of evaporated milk. Government regulations on Canadian farms ensured that the products that were needed overseas and at home were produced.  

For the most part, Canadians were eager to contribute to the war effort by participating in the many food-related campaigns. Sugar, coffee, butter, and meat were regulated with coupon rationing and a universal price freeze guaranteed stable food prices. Canning and creative recipes were promoted in women’s magazine and newspapers. “Canada War Cake” was made without eggs, milk, or butter. A fat and bones collection campaign repurposed animal waste for munitions production. 

All of these programs were accompanied by propaganda that convinced Canadians of the importance of food production and consumption. Products that couldn’t be sold overseas, such as apples and lobster, were branded as patriotic to increase Canadian consumption. Non-essential purchases, like candy or pop, were described as a purchase for the enemy. Donald Gordon (chairman of the Wartime Price and Trade Board) gave a radio address before implemented the universal price freeze in which he echoed this rhetoric: “You, who are listening to these words, will be going into the fight next Monday…In this fight against inflation you cannot be a neutral. You will either be helping to save yourself, your family and your country from a terrible calamity – or you will be working for the enemy.” 

Despite the many restrictions on food, many Canadians ate more and better than they had during the depression before the war. The first food guide, called Canada’s Official Food Rules, was created after significant numbers of Canadians were rejected by the military for medical reasons. The rules promoted balanced consumption of six food groups: milk, cereals and breads, fruits, vegetables, eggs, and meat and fish. Food consumption in Canada decreased after the war and didn’t return to its wartime highs until the late 1950s.