The cultural connection between heritage and food has gradually gained visibility over the last decades and holds an especially interesting place in today’s expanding view of cultural heritage.

The link between food and heritage has been increasingly recognised both within contemporary culture and in academia, where food studies programs have gained traction. From TV programs focused on chefs and their personal narratives to documentary series highlighting the culinary traditions of specific communities and the ingredients they use, to the enormous success of regional cookbooks and culinary blogs, we can see an emphasis leading us back to the well-known phrase: you are what you eat.

Taking France as an example, the country’s widely-celebrated cuisine has set an enduring global standard for gastronomic excellence.While geography and a unique blend of social and economic circumstances can be partially thanked for this prestige, a special concept remains central to the success of French cuisine: the notion of terroir. Broadly put, terroir implies a connection between taste and place, resulting in a distinct local product, such as cheese or wine.

Interestingly, the traditional production practices of people in particular regions are often seen as equally important in giving a particular quality to a product. Today, the word terroir is applied to numerous products and is often used in marketing strategies and safeguarding measures for culinary heritage alike. But how did the mythology surrounding terroir become so pervasive?