World War II devastated much of the French agricultural system. Some sources claim that during the 1944 invasion of Normandy alone, more than 100,000 cattle died as collateral damage, in addition to the millions that perished during the course of the war. This destruction made France, once a large exporter of meat and dairy products, reliant on foreign food sources, a reality that the government actively attempted to fix by allocating generous resources toward the rebuilding of the industry. Agricultural fairs like the one advertised in this poster were an opportunity to draw the public’s attention to France’s various farming sectors, providing not only a platform for financially supporting them but also encouraging a sense of national pride around them.