“There’s a war on, you know”

Excerpted from www.u-s-history.com and ameshistoricalsociety.com

With the onset of World War II, numerous challenges confronted the American people. The government found it necessary to ration food, gas, and even clothing during that time. With not a single person unaffected by the war, rationing meant sacrifices for all. In the spring of 1942, the Food Rationing Program was set into motion as a way for the federal government to control supply and demand. Rationing deflected public anger over shortages and allowed everyone, not just the wealthy, to purchase commodities.

While industry and commerce were affected, individuals felt the effects more intensely. People were often required to give up many material goods, but there also was an increase in employment. Individual efforts evolved into clubs and organizations coming to terms with the immediate circumstances. Joining together to support and maintain supply levels for the troops abroad meant making daily adjustments. Their efforts also included scrap drives, taking factory jobs, goods donations and other similar projects to assist those on the front. Government-sponsored ads, radio shows, posters and pamphlet campaigns appealed to America to contribute by whatever means they had, without complaint. The propaganda was a highly effective tool in reaching the masses.

Sugar rationing took effect in May 1943 with the distribution of “Sugar Buying Cards.” Registration usually took place in local schools. Each family was asked to send only one member for registration and be prepared to describe all other family members. Coupons were distributed based on family size, and the coupon book allowed the holder to buy a specified amount. However, possession of a coupon book did not guarantee that sugar would be available and Americans learned to utilize what they had during rationing time.

Ration stamps became a kind of currency with each family being issued a “War Ration Book.” Each stamp in the book authorized a purchase of rationed goods in the quantity and time designated, and the book guaranteed each family its fair share of scarce goods. The rationing system meant the mastery of a constantly changing system of point values in the papers; while shopping, one had to consider not only the monetary price but also the little red numerals indicating their point price. One also had to keep track of which stamps were valid during a certain time period, which were outdated, and what they might buy. “Red Stamp” rationing covered all meats, butter, fat, and oils, and with some exceptions, cheese. Each person was allowed a certain amount of points weekly with expiration dates to consider. “Blue Stamp” rationing covered canned, bottled, and frozen fruits and vegetables, plus juices and dry beans; and such processed foods as soups, baby food and catsup.

Training sessions were held to teach women to shop wisely, conserve food and plan nutritious meals, as well as teach them how to can food items. The homemaker planned family meals within the set limits. The government’s pursuading of people to give up large amounts of red meats and fats resulted in people eating more healthily.

The government also printed a monthly meal-planning guide with recipes and a daily menu. Good Housekeeping magazine printed a special section for rationed foods in its 1943 cookbook. Numerous national publications also featured articles explaining what rationing meant to America.

Then there were the food manufacturers who took advantage of the wartime shortages to flaunt their patriotism to their profit. The familiar blue box of Kraft Macaroni and Cheese gained great popularity as a substitute for meat and dairy products. Two boxes required only one rationing coupon, which resulted in 80 million boxes sold in 1943. Food substitutions became evident with real butter being replaced with Oleo margarine. Cottage cheese took on a new significance as a substitute for meat, with sales exploding from 110 million pounds in 1930 to 500 million pounds in 1944.

In addition to food, rationing encompassed clothing, shoes, coffee, gasoline, tires, and fuel oil. To receive a gasoline ration card, a person had to certify a need for gas and ownership of no more than five tires. All tires in excess of five per driver were confiscated by the government, because of rubber shortages. A national speed limit of 35 miles per hour was imposed to conserve gasoline and rubber. By the end of 1942, half of U.S automobiles were issued an ‘A’ sticker which allowed 4 gallons of fuel per week to owners whose use of their cars was nonessential. For nearly a year, ‘A’-stickered cars were not to be driven for pleasure at all. The green ‘B’ sticker was for driving deemed essential to the war effort; industrial war workers, for example, could purchase eight gallons a week. Red ‘C’ stickers indicated physicians, ministers, mail carriers and railroad workers. Unlimited amounts of fuel were allowed to truckers supplying the population with fuel (‘T’ stickers) and police, firemen, and civil defense workers (the rare ‘X’ sticker).

Rationing resulted in one serious side effect: the black market, where people could buy rationed items on the sly, but at higher prices. The practice provoked mixed emotions from those who banded together to conserve as instructed, as opposed to those who fed the black market’s subversion and profiteering. For the most part, black marketeers dealt in clothing and liquor in Britain, and meat, sugar and gasoline in the United States.

While life during the war meant daily sacrifice, few complained because they knew it was the men and women in uniform who were making the greater sacrifice. A poster released by the Office of War Information stated simply, “Do with less so they’ll have enough.” Another pleaded, “Be patriotic, sign your country’s pledge to save the food.” On the whole, the American people united in their efforts.

Recycling was also born with the encouragement of the government during this period. Saving aluminum cans meant more ammunition for the soldiers. Economizing initiatives seemed endless as Americans were urged to conserve and recycle metal, paper and rubber. War bonds and stamps were sold to provide war funds, and the American people also united through volunteerism. Communities joined together to hold scrap iron drives, schoolchildren pasted saving stamps in bond books. Others planted “Victory Gardens” to conserve food. For a small investment in soil, seed and time, families could enjoy fresh vegetables for months. By 1945, an estimated 20 million victory gardens produced approximately 40 percent of America’s vegetables.

World War II came to a welcome end in 1945 but rationing continued until 1946. Life resumed as normal and the consumption of meat, butter and sugar inevitably rose. For example, today Americans consume 135 pounds of sugar per person per year compared to about 5 pounds per year prior to the war. The post war economy ultimately lead to a voracious level of consumption in America and the concept of enforced rationing has not been discussed since. Looking back at America in early 1942 we see a people ready and willing to participate in a program of shared responsibility and sacrifice. Today, as resources dwindle, a movement toward conservation and a kind of voluntary rationing is openly discussed. Another branch of that discussion suggests that these gestures may not be enough. The outcry an obligatory rationing and conservation program would prompt today in a nation so besotted with consumerism is beyond imagining. Yet, now as then, when we look away from things and toward each other we see the things that matter -- faith, trust, commitment and love -- cannot be rationed and in fact can flourish when cooperation and sacrifice are required. Now is the time and we are still the people.

Linda Whitney, Director