Here is a word doing an enormous amount of work in American food retail.
Local.
It is printed on signs in every supermarket in the country. It implies freshness, support for nearby farmers, shorter supply chains, and a certain kind of honesty.
And it has essentially no legal definition.
Organic is defined and audited. The USDA's organic regulations specify exactly what qualifies and who certifies it, with real enforcement behind the label.
Local is not that. There is no federal standard specifying a distance. A store can call something local if it came from three hundred miles away, or from the same state, or from anywhere it chooses to define as nearby.
Which means the word is available to everybody for free.
So how does a grocery chain in Minnesota build a premium business on a claim that costs nothing to make?