The Vegetabull thumbnail 1
Image of Gallery in South Kensington
On display at V&A South Kensington
Design 1900 to Now, Room 74

The Vegetabull

Poster
1941 (made)
Artist/Maker
Place of origin

During the Second World War, civilians were involved in a war effort to a greater extent than ever before. The health of the nation was therefore considered directly pertinent to victory. This poster gives advice about diet and rationing in the context of dwindling supplies of meat and other produce. The humorous graphic metaphor makes the messsage memorable and is in tune with the positive wartime ethos of 'making do.' The Polish born design team Lewitt-Him produced wartime posters for the Royal Society for the Prevention of Accidents, the General Post Office and the Ministry of Food.


Object details

Categories
Object type
TitleThe Vegetabull (assigned by artist)
Materials and techniques
Colour lithograph
Brief description
Second World War poster encouraging the use of vegetables in meals. Designed by Lewitt-Him. Great Britain, 1941.
Physical description
Illustration of a bull formed by a grouping of vegetables: its horns are represented by a parsnip and a carrot, its ears by cabbage leaves. The animal's head and body are also formed by an assortment of leeks, cauliflower and several root vegetables. On the horizon line at the right, two small brown cows observe the unusual beast. Black text printed below the image.
Dimensions
  • Height: 750mm
  • Width: 490mm
Marks and inscriptions
  • 'The Vegetabull' (printed in black joined-up letters on white)
  • 'A vegetable dish made with [small colour image of egg carton] dried eggs or [small colour image of tinned milk] household milk is as good as a joint' (printed in black on white across the lower margin)
Gallery label
Eating for victory Food shortages in the UK during the Second World War meant meat was rationed. To encourage people to ‘make do’ with vegetables, the Ministry of Food commissioned this witty poster featuring a bull made up of vegetables – the ‘vegetabull’. It states: ‘A vegetable dish made with dried eggs or household milk is as good as a joint’. Public information poster ‘The Vegetabull’, 1941 Designed by Jan Le Witt and George Him Commissioned by the Ministry of Food, UK Colour lithograph Gift of the American Friends of the V&A; Gift to the American Friends by Leslie, Judith and Gabri Schreyer and Alice Schreyer Batko Museum no. E.1083-2004 The object sits in the 'Crisis and Conflict' section of the Design 1900-Now gallery opened in June 2021. (2021)
Credit line
Gift of the American Friends of the V&A; Gift to the American Friends by Leslie, Judith and Gabri Schreyer and Alice Schreyer Batko
Subjects depicted
Place depicted
Summary
During the Second World War, civilians were involved in a war effort to a greater extent than ever before. The health of the nation was therefore considered directly pertinent to victory. This poster gives advice about diet and rationing in the context of dwindling supplies of meat and other produce. The humorous graphic metaphor makes the messsage memorable and is in tune with the positive wartime ethos of 'making do.' The Polish born design team Lewitt-Him produced wartime posters for the Royal Society for the Prevention of Accidents, the General Post Office and the Ministry of Food.
Other number
LS.2213 - Leslie Schreyer Loan Number
Collection
Accession number
E.1083-2004

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Record createdJune 24, 2004
Record URL
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