Minister of Food

[5] When the Blitz began in late summer 1940 he was ready with more than 200 feeding stations in London and other cities under attack.

Calling for a simpler diet, he noted that there was plenty of bread, potatoes, vegetable oils, fats and milk.

[8] In 1940 Woolton set up Advice Centres throughout the country, with cookery demonstrations and recipe leaflets[9] showing how to make the best use of rations.

As imported wheat became scarce, the cartoon character 'Potato Pete' encouraged people to eat more potatoes.

However, by 1942 ample food supplies were arriving through Lend Lease from the U.S. and a similar Canadian programme.

The bad news was that his "national loaf" of mushy grey wholemeal bread replaced the ordinary white variety, to the distaste of most housewives.

[10][11] Children were sad to learn that supplies of sweets were reduced to save shipping space on sugar and chocolate.

Woolton's business skills made the Ministry of Food's difficult job a success and he earned a strong personal popularity despite the shortages.