Following up on yesterday’s train of thought about 1960s fallout shelters and their stockpiles of canned goods—(it’s “end-of-the-world week”, here on boxvox)—we find that President Kennedy’s impulse to privatize civil defense has apparently evolved over the years into what we now call the “survivalist” (or “preparedness”) movement. There are a number of businesses catering to this constituency. Shelf Reliance is one of them:
SHELF RELIANCE is a company that specializes in food storage, storage rotation, and emergency preparedness products. Our goal is to help families prepare for whatever tomorrow may bring, allowing them to feel confident if disaster strikes.
(from the About Us section of their web site)
Where some survivalist food packaging emulates a generic, civil defense look, Shelf Reliance’s “Thrive” brand is light and airy and uses a pastel color-code to differentiate between food groups. Their products are even carried by Costco.
Food rotation, the concept introduced by Better Homes & Garden in the late 1950s, seems to now be an established practice for many Americans. (I hadn‘t realized that.) What is it that Shelf Reliance’s customers should be preparing for? According to their web site:
• Natural Disaster
• Labor Strike
• Economic Depression
• Crop Failure
• Personal Tragedy
• Civil Unrest
One big change from the 1960s—nuclear fallout is not mentioned.
(Some food rotation products and survivalist videos, after the fold
(The “Cansolidator” reminds me of package-related products we’ve covered in the past.)
Some videos from “preparedness” gurus…
And the movement seems to be taking hold in the UK, as well…
Beach Packaging Design