Governmental food control became a reality on November 1, 1917, when the manufacture, storage, importation, and distribution of practically all essential foodstuffs came under the jurisdiction of the Food Administration headed by Herbert C. Hoover, and could only be conducted under license from that body. Probably the Government had never before undertaken such a step in commercial regulation which came so close to the lives of the people. About twenty important and inclusive classes of food were brought under Federal control. Virtually the whole machinery of their manufacture and distribution became subject to Federal pressure. All food brokers, commission men, wholesalers, jobbers, warehousemen, importers, and grain elevator men not previously licensed were required to take out permits, in most cases without reference to the size of their business. Only meat packers, canners, millers, egg packers, ginners, etc., whose business was small, were exempted. All retailers whose gross sales of food exceeded $100,000 yearly were licensed. The control affected small retailers also, for it was expressly provided by Mr. Hoover that no licensee shall "knowingly sell any food commodity to any person who shall, after this regulation goes into effect, violate the provisions" of the Food Administration Act; and wholesalers and jobbers were to be furnished information concerning small retailers who hoarded or extorted. It also affected manufacturers and dealers whose merchandise was not included in the specified classes of food controlled. The object, of course, was to keep food prices down to the minimum. The Food Administration Act forbade manipulation or speculation, excessive profits, discriminatory practices, and waste. The licensing system was simply a means of enforcing these prohibitions. Mr. Hoover looked for their successful operation not so much by formulating strict regulations as by awakening a spirit of public service among food traders. The grocers undertook to concentrate their efforts upon selling substitutes for white flour and meat, in view of the Allies' calls on American produce and the consequent shortage for home purposes. Retailers promised to encourage the sale of "articles of food cheap but good in quality in place of high-priced staples." Wholesale grocers were urged to arrange with manufacturers for larger supplies of corn meal, rye, and oat products. Food distributing and selling organizations throughout the country began a campaign to induce retailers to stop soliciting orders, to reduce deliveries to one daily for a family or route, and to stimulate the sale of prunes, oats, corn meal, and rice in bulk and for cash. Mr. Hoover had laid down the principle that it was the delivered cost of food to jobber, wholesaler, and merchant that determined the price on resale, and not market conditions at the time of resale. No one was to profit by fluctuations upward while he held goods in stock.