Ploughman's lunch 29 April 1958 refer to a ploughman's lunch consisting of bread, cheese and pickle. The meal's rise in popularity during the 1970s has been argued to be at least partially based on a British cultural "revulsion from technology and modernity and a renewed love-affair with an idealised national past". The meal was, however, primarily favoured by caterers because it was simple to prepare, required no cooking, was not labour-intensive and involved no meat, meaning there was the potential of high profit margins. The 1983 film "The Ploughman's Lunch", from a screenplay by Ian McEwan, has a subtext that is "the
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