Change the Flavour, Without Changing the Recipe

You’re in the supermarket and two boxes of tomatoes sit side by side. One says ‘Tomatoes’ the other says ‘Heritage Tomatoes’. Same price, same size, so which one do you reach for?

Most of us go for the heritage ones.

Why? Because language matters.

Words shape our perception and perceptions shape the bottom line. Add a dash of descriptive flair such as home grown, artisan or even geography such a British Beef or Tuscan Extra Virgin Olive Oil and suddenly the product feels more premium, our perceived value increases, and we pay more for it.

This isn’t just clever marketing, it all comes down to phonetics, and doesn’t just end with food. Certain words carry weight and the language we use infiltrates our senses.

For example, would you buy your gym gear from Manatee Sports? Probably not. Too slow and sluggish. Similarly, you wouldn’t get people expecting to find a Château Cheval Blanc from a shop called ‘Bargain Wines’.

The words we choose activate associations in our brains, and once those gears are turning, they shape how we see, taste, and value what’s in front of us.