The first commodity to be controlled was gasoline. On 8 January 1940, bacon, butter and sugar were rationed. This was followed by successive ration schemes for meat, tea, jam, biscuits, breakfast cereals, cheese, eggs, lard, milk and canned and dried fruit. Fresh vegetables and fruit were not rationed but supplies were limited. Many people grew their own vegetables, greatly encouraged by the highly successful 'digging for victory' motivational campaign. Most controversial was bread; it was not rationed until after the war ended, but the "national loaf" of wholemeal bread replaced the ordinary white variety, to the distaste of most housewives who found it mushy, grey and easy to blame for digestion problems. Fish was not rationed but price increased considerably as the war progressed.