Nostrana

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 on whether you are using the masculine or feminine form), whose literal meaning is ours. To shoppers, ours means it’s better because it has travelled a short distance to the market, hence it’s fresher. An underlying, more emotional secondary message is that it will be more satisfying because the taste is the comforting one of home.