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Any historical survey of the way in which consumers have organized themselves into associations for their own mutual benefit and protection should really begin with the role played by the consumer co‐operative movement. But, as Jeremy Mitchell (former Head of Information at Consumers' Association and now Director of the Consumer Affairs Division at the Office of Fair Trading) has pointed out, the co‐operative movement was not really a consumer association at all: ‘The fact that the consumer, in a co‐operative society, is the formal owner of the means of distribution seems to have little significance in practical terms. By analogy, it can be compared with the consumer's formal ownership of the means of production in a nationalized industry, or the individual shareholder's formal ownership of a joint‐stock company.’

I set out to find the people we have neglected and instead found what I think may be the beginnings of a long quiet revolution. A year ago I did not know how many developments and experiments were taking place in information fields that until recently have not been explored. The title of my paper was often a source of embarrassment as I talked to enthusiastic pioneers who did not consider their clients to be deprived. Nevertheless they were pioneers.

The British countryman is a well‐known figure; his rugged, obstinate nature, unyielding and tough; his part in the development of the nation, its history, not confined to the valley meadows and pastures and uplands, but nobly played in battles and campaigns of long ago. His “better half”—a term as true of yeoman stock as of any other—is less well known. She is as important a part of country life as her spouse; in some fields, her contribution has been even greater. He may grow the food, but she is the provider of meals, dishes, specialties, the innovating genius to whom most if not all British food products, mostly with regional names and now well‐placed in the advertising armentarium of massive food manufacturers, are due. A few of them are centuries old. Nor does she lack the business acumen of her man; hens, ducks, geese, their eggs, cut flowers, the produce of the kitchen garden, she may do a brisk trade in these at the gate or back door. The recent astronomical price of potatoes brought her a handsome bonus. If the basic needs of the French national dietary are due to the genius of the chef de cuisine, much of the British diet is due to that of the countrywoman.