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
Serbs and Mediterranean influences. Despite this, it has evolved and achieved its own culinary identity. Food is very important in Serbian social life, particularly during religious holidays such as Christmas, Easter and feast days, i.e., "slava". Staples of the Serbian diet include bread, meat, fruits, vegetables, and dairy products. Traditionally, three meals are consumed per day. Breakfast generally consists of eggs, meat and bread. Lunch is considered the main meal, and is normally eaten in the afternoon. Traditionally, Turkish coffee is prepared after a meal, and is served in small cups. Bread is the basis of all Serbian meals, and it