Ploughman's lunch many pubs served little else: in 1932 Martin Armstrong described stopping at village inns for a lunch of bread, cheese and beer, noting that "On these occasions in country inns when bread, cheese and beer seem so extraordinarily good, the alternative is generally nothing; and compared with nothing bread, cheese, and beer are beyond compare". By the 1950s the meal was certainly being referred to by forms of the name later used to promote it. In 1956, author Adrian Bell reported: "There's a pub quite close to where I live where ... all you need say is, 'Ploughboy's Lunch, Harry,
Nordic bread culture that bread and bread meals have a high food cultural value in Norway. Six out of ten considered taking a packed lunch (matpakke) to work or school a good habit and something that they enjoyed. Many new types of bread have reached the market in recent years. A high percentage of people reported eating bread types such as spelt, specialty, gourmet, and fibre/bran bread, as well as ciabattas and baguettes, regularly, although very few reported doing so on a daily basis. Norwegian bakers now have competition from abroad. The wholegrain bread from local bakers must give way to huge lorry