This May 1943 Del Monte Foods ad encouraged the home front housewife to supplement their store bought canned goods with foods grown and/or canned at home. Again the message was framed as patriotic—helping your neighborhood grocer and your fellow citizens by canning surplus fruits and vegetables meant that there was enough to go around AND enough for the troops overseas. The home front battle would help win the war.
The handy canning calendar was added to help women know what was in season so planning their canning schedule was simple and quick. Notice the end of the ad reminds shoppers that substituting one Del Monte can for another in the same food group often worked just as well and was convenient for the home chef. Del Monte Foods also told readers that planning meals ahead helped save ration points and keep food from being wasted. Every bit of food needed to be put to use.
History in the Kitchen 