in the 70s, Food of the Seventies

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Commentor Name:	Tony
Comments left:	I had forgotten about Kellogg's Concentrate until early 1990s lunch hour reading through decades-old issues of "National Geographic" in my workplace's library disclosed a print ad for it from the early '60s. I can't recall the text well enough to quote, but it was aimed at old people! There may have been words to the effect that decreased appetite in the elder years can lead to nutritional deficiency and that Concentrate could supply many needed nutrients. I noted it with interest then because I'd also been reading Strauss and Howe's popular history "Generations" (1990), and by their reckoning the elders of that time, my early childhood, were mostly from the Lost Generation, a cohort that by Strauss & Howe's lights were similar in many ways to Generation X. They were raised somewhat neglectfully in the wake of an idealistic next-older generation, experienced official incompetence and slaughter in WWI, had a brief spree in the 1920s, and were hit with the Great Depression in what should have been their peak earning years. (Read Malcom Cowley's "Exile's Return" (1934, rev 1951), Chapter 2 'War in Bohemia'--some of it could almost have been written about the 1980s.) By the 1950s and early '60s the most impoverished age group was the elders, at least until the 1970s when the poverty shifted to children, in other words to Generation X. Some people just can't catch a break. Anyway, it lent the ad some poignancy for me.
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