30 October 2013Posted: October 30, 2013
When Marcela Hazan writes about the Rialto food market in Venice she says, ‘Local’ is the most powerful selling word in the market and it is never taken in vain. In Italian it is nostrani or nostrane (depending whether you are using the masculine or feminine form), whose literal meaning is ‘ours’. To shoppers, ‘ours’ means it’s better because it has traveled a short distance to the market, hence its fresher. An underlying, more emotional secondary message is that it will be more satisfying because the taste is the comforting one of home. People pay more, much more for ‘ours’ (taken from A Slice of Life (2003) edited by Bonnie Marranca p.181).