I have spent whole afternoons, alone with my brain, trying to find a good alternative to the French word: “terroir” (pronounced: ter-wahr). This word is so accurate and so clarifying in French, but falls flat on its face in English. Not only is it awkward to pronounce, visually, it is one letter away from ‘terror.’ It desperately needs re-branding. Mostly because the concept behind it is a direct path to delicious.