Unravelling the language of food labels has become something of an obsession for me. The food business loves to use neat little sound bites; a clever word here, a euphemism there, a downright misleading chunk of fake news every now and again. What’s in it? Where is it from? How long has it been in the pack or on the shelf? It has invented its own vernacular, a verbal camouflage to obscure the what, where and when questions that we might want to ask about the food we buy.