Jump to ContentJump to Main Navigation
Supermarket USAFood and Power in the Cold War Farms Race$
Users without a subscription are not able to see the full content.

Shane Hamilton

Print publication date: 2018

Print ISBN-13: 9780300232691

Published to Yale Scholarship Online: May 2019

DOI: 10.12987/yale/9780300232691.001.0001

Show Summary Details
Page of

PRINTED FROM YALE SCHOLARSHIP ONLINE (www.yale.universitypressscholarship.com). (c) Copyright Yale University Press, 2019. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in YSO for personal use.date: 23 August 2019

Socialist Supermarkets and “Peaceful Competition”

Socialist Supermarkets and “Peaceful Competition”

Chapter:
(p.97) 4 Socialist Supermarkets and “Peaceful Competition”
Source:
Supermarket USA
Author(s):

Shane Hamilton

Publisher:
Yale University Press
DOI:10.12987/yale/9780300232691.003.0005

This chapter focuses on Eastern Europe, highlighting the ways in which the communist contestants in the Farms Race pursued noncapitalist goals in the economic battles of the Cold War. Supermarket USA—a project jointly pursued by the U.S. Department of Commerce and a private supermarket trade group in 1957—was the first full-scale American-style supermarket to be erected in a communist country. U.S. propagandists touted the Supermarket USA exhibit at Zagreb’s 1957 trade fair as proof of the power of capitalist agriculture and efficient food distribution. Yugoslavian communist leaders, however, recognized the potential for deploying supermarkets in their campaign to convince restive rural peasants to accept socialist approaches to food production. The Yugoslavian adaptation of American supermarkets contrasts with the Soviet Union’s efforts, under the leadership of the rhetorically gifted Nikita Khrushchev, to defy American proclamations of capitalism’s superiority as a mode for spurring agricultural productivity and consumer abundance. In particular, the chapter highlights the ways in which the famous 1959 Kitchen Debate between Khrushchev and U.S. vice president Richard Nixon should be understood as a debate not just about kitchens or consumerism but about the structure of the agricultural systems that fed into both capitalist and communist kitchens.

Keywords:   Supermarket USA, American National Exhibition, Sokolniki Park, Moscow, Yugoslavia, Soviet Union, Kitchen Debate, Socialism, Nikita Khrushchev, Marshal Tito

Yale Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us.