There’s an authenticity story here that most buyers know nothing about, and that gap is the content opportunity. Aceto Balsamico Tradizionale is a protected designation with a consortium behind it, a grading system, and producers in Modena and Reggio Emilia ageing product for decades. Meanwhile supermarkets sell enormous volumes of something else entirely under the same word. Balsamic is one of the few food terms that became a category on its own, said the way people say champagne.