The Vegetabull poster

This 'Vegetabull' poster was issued by the New Zealand Department of Health with an acknowledgement to the Ministry of Food, Great Britain.

It was originally designed in 1941 during the Second World War (1939-45) to advise civilians on maintaining a healthy diet in the context of food rationing, particularly meat. The memorable image was designed by the Polish-born team Lewitt-Him.

In New Zealand, the image was used by the Department of Health for displays in 1949-50 which addressed health issues and nutrition, including the cooking of vegetables. This version advises the eating of 'potato; green vegetable, cauliflower or swede; and one other vegetable daily'. At this time, many New Zealanders ate a traditional dinner of meat and three vegetables: the highest consumption was beef or mutton with potatoes, cabbage and 'greens', and carrots.