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 stores. Having entered commercial life as a show-room manager in the religious publishing business of Mr Chrysostom Lorton of Paternoster Row, Enfield, Augustus Carp makes several references to the Aerated Bread Company in a detailed description of his daily routine: At eleven o'clock, therefore, I would despatch Miss Botterill to a neighbouring branch of the Aerated Bread Company for a glass of hot milk and a substantial slice of a cake appropriately known as lunch cake. I would then, at twelve-thirty, repair in person to the same branch of this valuable company, where I would generally order from one of