Ploughman's lunch term "ploughman's lunch" is believed to date no further back than the 1950s, when the Cheese Bureau (a marketing body affiliated with the J. Walter Thompson advertising agency) began promoting the ploughman's lunch in pubs as a way to increase the sales of cheese, which had recently ceased to be rationed. Its popularity increased as the Milk Marketing Board promoted the meal nationally throughout the 1960s. Pierce the Ploughman's Crede (c.1394) mentions the traditional ploughman's meal of bread, cheese and beer. Bread and cheese formed the basis of the diet of English rural labourers for centuries, with skimmed-milk cheese, supplemented
Bread in Europe They are very light, contain preservatives (e.g. ethyl alcohol) and have a very long shelf life (often more than a month). In Ireland it is traditionally held that the end of a loaf of bread (the "heel" of the loaf) is the best part of the loaf. Other stories and myths surround this piece of the bread in Irish mythology. Irish soda bread, developed to make the most of the soft wheat grown in Ireland, is unusual for a European bread in that it is a quick bread, using the reaction of buttermilk and baking soda rather than yeast to