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 once a month, or more often during the summer. During storage, these breads gradually became drier and drier, even if they were carefully wrapped in cloth or placed in grain bins. However, dry bread was also more economical and eating fresh bread was considered a luxury. A high intake of wholegrain bread has been typical of Norwegian bread eating habits for both breakfast and lunch. A special preparation was used to make leavened oven baked bread longer-lasting. This was particularly necessary for ships’ crews on long voyages. This consisted of wholegrain balls cut in two and dried in an oven