The Chief’s primary stated goal was to lower the price of wheat in the face of intense global demand, which he did by setting the price lower, enraging farmers. The processors, however, had nothing to complain about. For them Hoover used a “cost-plus” formula, paying contractors an agreed-upon percentage above their costs rather than setting a price.iii He earned the ire of staple-farmer populists, the loyalty of the processing industries, and the admiration of anyone who believed what was printed in the corporate press. America won the war, and the boys came home with an appreciation for canned food and candy. Rather than scale down mass production when soldiers went back to their local food systems, the processors plowed their wartime profits into advertising designed to convince the country that processed foods from national companies were better and safer.