Milk was distributed to children in Swiss schools in the 1920s.
With the commercialisation of milk production, milking soon became the preserve of men. It wasn't until the 1960s that women became involved again.
As a rule, women were responsible though for the cleaning and maintenance of milk churns and other related equipment.
Because of its short shelf-life, milk was transported to towns directly from the source of production.
The creation of central dairies, such as this one in Lausanne, allowed for more streamlined milk distribution.
In towns the milkman was a familiar sight, supplying neighbourhoods from his van.
From the late 1920s, public relations staff of the Swiss Milk Board distributed milk at events and in public spaces across the country.
At a time when some poor families went hungry, the free distribution of milk at school was a welcome initiative.
In the post-war period, the consumption of milk became a social phenomenon. Promotional stands could be seen in places such as train stations, the workplace and swimming pools.
Milk tasting stands at trade fairs and elsewhere helped make the drink popular.
In the 1970s, advertising was increased and milk continued to be promoted as a unique product.
The star of the current Swiss milk advertising campaign is the cow "Lovely", who regularly carries off the most unlikely exploits.
From basic foodstuff to national drink.
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Closely linked to the Swiss identity, milk was elevated to the status of national beverage during the 20th century. Published in French and German, the book “Milk for all” or “Du lait pour tous” (Hier+Jetzt, Baden) looks back at the history of the Swiss milk industry from state control to liberalisation. (Pictures from the book)
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