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
Aerated Bread Company in it", at a time when gin was thought to have medicinal properties as it was made from juniper berries. Richardson's great support of aerated bread at the expense of traditionally baked bread has been suggested to have been motivated by his dislike of alcohol. A.B.C.'s first bakery was in Islington, London. In the late Victorian-era, the Dauglish method was considered the superior system by which to mass produce bread. In his memoir of the method, Sir Benjamin Ward Richardson, a later director of the company, wrote: I am convinced, from careful and prolonged observation, that the Dauglish method of