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A print of It's Fine For Us/Rural Electrification Administration, 1939, by Lester Beall.
In May 1935, President Roosevelt created the Rural Electrification Administration managed by the Department of Agriculture. Its sole goal was to bring affordable electricity to rural areas in America. In 1937, Bill Phillips, one of the information officers for the Department of Agriculture, recognized that the REA needed a promotional campaign. He was introduced to Lester Beall through a mutual acquaintance in the advertising world. Beall’s subsequent 1939 and 1941 series of posters for the REA demonstrate an even more advanced understanding of modern design, deftly incorporating photomontage with silkscreened graphics.
In this poster, Beall shows a woman using an electric milk separator; raw milk is poured into the top basin, which spins like a centrifuge, separating the milk from the cream and sending them down individual spouts. The cream could then be made into butter or added back in various ratios to the skimmed milk. Before the introduction of electricity, a similar machine would have been cranked by hand, frequently causing spills if not done at a correct and even speed, processing a much lower volume of milk, and often resulting in spoilage.
Measures 15.25 x 11 inches. Ships rolled.
