Abstract :
On basis of the argument ʹBetter milk - increased consumptionʹ the Swedish association, ʹThe Milk Propagandaʹ, managed to frame a milk marketing project in which economic interests were intertwined with references to public health and the survival of the Swedish countryside. The very idea of marketing milk, building on its quality and health, was presented as mutually beneficial for producers and consumers, and for the entire Swedish society. In the 1920s and 30s the project was visible through posters, a journal, milk restaurants and school campaigns. The story includes fascinating encounters between rurality and urbanity, materialised through milk. During the economic crisis around 1930 milk marketing became aggressive and consumers were urged to consume as much dairy produce as possible in order to fulfil their national duty to help save farmers and the countryside.
