Vintage Ad: 1972 Lincoln Continental Sedan – What The Affluent Farmer Drives

I thought this setting was a wee bit odd, but then there there were plenty of affluent farmers back then that could well afford a new Lincoln. That was especially so in late 1972 and 1973, when the US agreed to allow the USSR to buy large quantities of subsidized American grain, leading to a global shortage, higher grain prices and increasing global food prices by at least 30%.

I remembered “The Soviet Wheat Deal” in general terms, as I was living in Iowa at the time. I didn’t realize until just now, reading about it, that the Americans made a massive blunder, by not knowing the the Soviets had experienced severe crop failures and would quickly buy up many times the amount the Americans initially assumed. The US subsides amounted to some $300 million, which was a lot more than it would be today. Although the deal was seen as an embarrassing mistake by the US negotiators, it was a windfall for Midwest grain farmers. I read at the time that winter vacations in Florida, Mexico and other warm destinations were way up after that.