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The Five Cent War
Spring 1947. The long struggle of
WWII was over. But just as Canada began to enjoy the peace it had earned, a new
conflict erupted when children across the land rose to fight for their
birthright---the five cent candy bar.
The Five Cent War is
the incredible story of a 1947 revolt by Canadian children against a rise in
chocolate bar prices from five to eight cents. Sparked in one sleepy Vancouver
Island town, the protest proved as addictive and heart-warming as chocolate
itself, igniting a campaign that swept across Canada.
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"We suspect that Canada's youngsters
have hardened their hearts against the eight-cent bar and will not be moved by
any array of statistics." --Calgary Herald, 1947 |
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For one hot summer, mini-malcontents
played David against corporate candy Goliaths-until cold war hysteria
intervened to arrest their sweet-toothed quest. The kids' national boycott of
more expensive candy was no laughing matter for stunned proprietors who watched
their sales fall eighty percent overnight. Child pickets besieged storeowners
with whistles, armbands and placards bearing slogans like "Don't be a Sucker!
Don't Buy 8 Cent Bars!" In Victoria, the legislature was shut down when
hundreds of children swarmed its hallowed halls demanding the return of nickel
bars.
Perplexed manufacturers argued that
the end of lucrative wartime contracts and the elimination of labor and price
controls meant they had no choice but to raise the price of candy bars. As the
candy makers were pilloried in the daily press and the public cheered the
children, the battle came to symbolize the national frustration with rising
postwar prices.
Organizing chocolate boycotts in
every major city across Canada, kids hoped their coordinated demonstrations
would deliver a knockout punch to the nefarious eight-cent bar. But at the
zenith of its popularity, the inspiring movement fell victim to the times. In a
widely circulated attack, the sour-grapes Toronto Telegram blasted the youthful
dissidents as stooges of Moscow. The paper labeled candy strikers "another
instrument in the Communist grand strategy of the creation of chaos," and
charged that "Communist youth organizers have been instructed to use every
possible means of developing and encouraging the chocolate bar agitation."
Cheaper candy, some thought, was just the first step on the path to communist
tyranny.
Such cold war paranoia defused
public support for the children. Cowed by allegations of communist involvement,
grown-ups worked to short-circuit the drive for the nickel bar. In Vancouver,
the 2,500 member Sat-Teen Club caved in to pressure from priests, parents,
teachers and city officials to terminate the group's involvement with the candy
boycott, glumly declaring that "mob demonstrations and strikes are not
consistent with the ideals of the club." As similar scenes were replayed across
the land, the demoralized movement melted away like so much chocolate in the
summer sun. Bedtime had come early for the nickel bar war.
Canadian children, idealistic and
innocent in pursuit of a just cause, had been undone by powers beyond their
understanding or control. Today, the average candy bar costs more than a
dollar.
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