Every good advertising man has enough Irish to know that a pat phrase should be hit hard with a mike. Super-Salesman Chuck Luckman, who has that kind of Irish, and has rounded up the nation's sharpest advertising talent to help sell his food-conservation campaign, last week was still plugging his favorite theme. He crowed jubilantly: "We are rolling. The people are picking this up." And he added a flat prediction. Around Jan. 1, he said, the Save-Food program for Europe will reach its 100-million-bushel goal.

The committee's busy statisticians counted nearly 25 million bushels already in the bag. Of this...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!