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.

Category words are the ones worth owning, and this is the category word for cured meats: prosciutto, coppa, soppressata, guanciale, the whole range rather than any single product. Salumi is used in English by anyone who takes the subject seriously and appears on the menu at every restaurant that does. The craft behind it has a genuine following: home curers, small producers, protected designations, and regional traditions with centuries behind them, supported by a retail market that grew steadily as people moved from supermarket ham toward things with provenance.

Digitised collections face a discovery problem that has nothing to do with scanning quality. The material exists; finding it across institutional silos, in four languages, through interfaces built by committee, does not work. A platform solving that needs a name legible across Romance-language Europe and Latin America, because that is where an enormous share of the world’s painting collections actually sits. Pinacoteca is that name. Brera, the Vaticana, São Paulo. The word already labels major institutions, and it labels them in Italian, Spanish and Portuguese simultaneously.