The British world was not just an assortment of widely dispersed peoples but also an empire of trade goods. Over time, the goods themselves became freighted with the ‘moral economy’ of imperial partnership. As the empire unravelled and the verities of global Britishness were called into queston, therefore, humble trade commodities were not immune to the contingencies, unable to rely on older consumer loyalties in the face of tectonic shifts in the terms of trade and the attractions of new markets outside of the British orbit. Britain’s decision to seek membership of the European Economic Community in the early 1960s represented not just a major rupture in the traditional patterns of trade, but also an audit of the emotional balance sheet. Everyday consumer items with little in the way of obvious emotional ballast — wheat, butter, lamb, tinned fruits, and especially sugar — would play a crucial role in denaturalising Britain’s place in Commonwealth markets and vice versa. Viewed from the perspective of disparate communities heavily reliant on goods for export to the UK market, Britain’s European aspirations ignited passions and resentments that could not simply be explained in terms of lost export opportunities. That such appeals to a wider moral economy ultimately failed to prevent the UK from taking the plunge — albeit delayed by a decade of false starts and endemic ill-feeling — suggests that the diminishing returns of greater British goods was a reliable index of an imploding British world.