Eat to Beat the Devil Placemat

This paper mat would have been placed on the cafeteria tray of a wartime worker inside the Servel, Inc. production plant in Evansville, Indiana. A manufacturer of gas refrigerators that shifted entirely to war production when the United States entered World War II, Servel was one of many industrial plants participating in a national drive that aimed to boost manufacturing output by improving workers' health and stamina through better eating. They developed a nutrition program with the motivating slogan "Eat to Beat the Devil," featuring a devil-horned Hitler being slugged in the face by a brawny fist labeled "America's Increased War Production."

A core part of the program was the "Victory Lunch," which was a balanced, low-cost meal sold in Servel's cafeteria. The lunch gave workers their choice of a meat, salad, vegetable, milk, and enriched bread and butter, which are described with peppy illustrations on the placemat. Outside of the plant, Servel encouraged local restaurants to offer similar Victory Lunches, and produced educational materials for the wives and mothers of their workers, to provide guidance on preparing healthy home-packed lunches as well as meals at home.