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Agriculture, Agribusiness, and Marketing in the Postwar Period Margaret Baker Weber Iowa State University

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Agriculture, Agribusiness, and Marketing in the Postwar Period Margaret Baker Weber Iowa State University Iowa State University Capstones, Theses and Graduate Theses and Dissertations Dissertations 2018 Manufacturing the American way of farming: Agriculture, agribusiness, and marketing in the postwar period Margaret Baker Weber Iowa State University Follow this and additional works at: https://lib.dr.iastate.edu/etd Part of the Advertising and Promotion Management Commons, Agriculture Commons, Marketing Commons, and the United States History Commons Recommended Citation Weber, Margaret Baker, "Manufacturing the American way of farming: Agriculture, agribusiness, and marketing in the postwar period" (2018). Graduate Theses and Dissertations. 16485. https://lib.dr.iastate.edu/etd/16485 This Dissertation is brought to you for free and open access by the Iowa State University Capstones, Theses and Dissertations at Iowa State University Digital Repository. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. Manufacturing the American way of farming: Agriculture, agribusiness, and marketing in the postwar period by Margaret B. Weber A dissertation submitted to the graduate faculty in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY Major: Rural, Agricultural, Technological, and Environmental History Program of Study Committee: Pamela Riney-Kehrberg, Major Professor Kathleen Hilliard Julie Courtwright Amy Rutenberg Michael Christopher Low The student author, whose presentation of the scholarship herein was approved by the program of study committee, is solely responsible for the content of this dissertation. The Graduate College will ensure this dissertation is globally accessible and will not permit alterations after a degree is conferred. Iowa State University Ames, Iowa 2018 Copyright © Margaret B. Weber, 2018. All rights reserved. ii DEDICATION To my mother, father, and sisters iii TABLE OF CONTENTS Page ACKNOWLEDGEMENTS ............................................................................................... iv ABSTRACT ....................................................................................................................... vi CHAPTER ONE: INTRODUCTION ................................................................................. 1 CHAPTER TWO: “SO GOD MADE A FARMER:” HISTORY AND TIME IN AGRIBUSINESS NARRATIVES ....................................... 18 CHAPTER THREE: FROM PRODUCER TO CONSUMER: CONSUMERISM IN THE RURAL CONTEXT ............................................................. 67 CHAPTER FOUR: COMPETITION, COMMUNITY, AND CAPITALISM: IDENTITY MANIPULATIONS .................................................................................... 101 CHAPTER FIVE: IMAGINED HEARTLAND: SCIENCE AND TECHNOLOGY IN AN AGRIBUSINESS MODEL ......................... 150 CHAPTER SIX: THE CULT OF CONVENIENCE: CHANGES IN FOOD RETAIL ..................................................................................... 200 CHAPTER SEVEN: THE AMERICAN WAY OF FARMING: THE EMERGENCE OF CONTRADICTION IN AGRICULTURE ............................. 242 CHAPTER EIGHT: CONCLUSION ............................................................................. 290 REFERENCES ............................................................................................................... 298 iv ACKNOWLEDGEMENTS No one writes alone. I know it may sometimes feel like it; sitting at a computer, banging away at a keyboard, only peeking out at the wider world to grab coffee or glare at boisterous undergrads. But developing this project has shown me that researching and writing is as much about working with others as it is about learning to live with yourself. I have had the joy (and sometimes sorrow) of discovering how to do both since I embarked upon this dissertation and I am endlessly grateful for the people who steered me in the right direction. I have been lucky to have the guidance of different mentors, all of whom helped shape my development as a scholar and a person. From the beginning, Pamela Riney-Kehrberg provided continuous support as I attempted to navigate graduate school. Her honesty, productivity, and willingness to help inspired my own efforts. Kathleen Hilliard and Julie Courtwright also offered a constant source of reassurance. Whether it was discussing writing patterns or being the only one to laugh at my jokes, Julie fostered a creative spirit in me. She showed me that the way you write history is just as important as how you research it and gave me the courage to find my own voice on the page. Kathleen Hilliard’s mentorship offered me a roadmap to an altogether confusing set of academic and professional challenges. Her willingness to meet, answer questions, offer honest opinions, and listen to graduate student grumbling (and sometimes panic) has always amazed and humbled me. This steady patience is at the core of my development, allowing me to find myself in a sea of people who seemed to know exactly what to do and how to act. Each one of these women inspires me to be a better scholar, teacher, and person. Thank you for being my mentors. Additionally, other historians have also contributed to my growth, including Amy Rutenberg, Michael Christopher Low, Jana Byars, John Monroe, Michael Bailey, David Hollander, Simon Cordery, Stacy Cordery, Claire Strom, and many others. Even when I failed, which I did often, all of their encouragement gave me the confidence to continue to try. This dissertation, along with every other piece of scholarship, would not exist without any of these professors or Iowa State’s history department in general. I am lucky to have been a part of such a supportive and dynamic community of learners who recognized and welcomed me as one of their own. Thank you for helping me grow up. Graduate school, despite being terrifying and maddening at times, is the place that I have found acceptance and friendship. Foremost, I have been fortunate to have relationship with the incomparable Jennifer Rivera. The backbone of the history department, she has been part sage, part counselor, and always a friend. Her presence, along with the guidance of Sara Egge and Rachel Kleinschmidt, allowed me to adapt quickly to graduate school life. Additionally, I was always amazed by the amount of genuine affection and support from my cohort. Matthew Margis, Kelly Wenig, Maria and Mark Howe, Lindsay Bell, Brandon Duxbury, Hope and Mike Craft, and numerous others listened to my problems and kept me from taking myself too seriously. The countless conversations with Jack Seitz and Savanna Lyons, both the serious and the silly, showed me the depth of companionship. They have inspired me to be a better person. My gaming group, led by Fred and Maricel Lloyd, kept me sane and offered a home away from home. Finally, Michael Belding and Katherine Warming have been my constant confidants and supporters when writing my dissertation; reading drafts, giving solid advice, and often helping v translate what was in my head onto paper. Mickey’s consummate understanding of academic writing and his editorial flourish challenged me to write with precision and purpose. Katherine often knew me better than I knew myself; listening, discussing thematic elements, and talking me down from the writing edge. Without these people and many others, I would have never been able to compete my work. Thank you all for being my friends. Lastly, my family has always been my biggest provider of support and unconditional love. Mom, Dad, Ally, and Jackie are main reason why I am the person I am today. Mom and Dad, you are my safe haven, my stalwarts, and my dual voices of reason and encouragement. You gave me the courage to follow my dreams and pragmatism to make it actually happen. From the beginning, you both instilled in me a lifelong passion for learning and the confidence to be curious about the world around me. You fed my addiction to books, offered encouragement when I was down, and cheered me on when I succeeded. I am lucky to call you my parents. Along with my parents, my two sisters Ally and Jackie formed the core of who I am. Our lives have been inseparable and I would not have it any other way. As my first and best friends, you both have been there for every important moment. Your unquestioning affirmation (even when I made questionable fashion decisions or exhibited painfully uncool behaviors) gave me the self-assurance to be myself. Your unflinching honesty never let me get too self-centered. When I think of you both, my mind forever wanders back to the beaches of Kinsale, watching the boats and reading a book on waterside. I am lucky to call you my sisters. Thank you, Mom, Dad, Ally, and Jackie, for loving me. vi ABSTRACT The rise of the corporation is one of the most transformative events in the history of United States, including the agricultural economy. Seeking to understand how these private businesses influence American foodways, my research examines the emergence of agribusiness in the period after 1945. These private entities manipulated the physical and metaphysical landscape of agriculture to sell not just their products, but also to remake rural America in a way that suited their needs. Agribusinesses wanted to make themselves, their products, and their specific vision of production and consumption, indispensable to the agricultural system. They intended to expand their hold on the food and fiber economy and their actions directly reflected this end- goal.
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