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Cornish sardines are another example of geographical alchemy at work.fn5 Merely adding a geographical or topographical adjective to food - whether on a menu in a restaurant or on packaging in a supermarket - allows you to charge more for it and means you will sell more. According to research from the University of Illinois at Urbana-Champaign, descriptive menu labels raised sales by 27 per cent in restaurants, compared to food items without descriptors.