HOrigin identifiers such as ‘Made in . . .’ are only partially suitable as a reliable source for answers to obvious questions about a product. For example, where it actually comes from, whether it delivers what it promises, or even under what conditions it was manufactured. A last button embroidered in Italy magically turns the dress made elsewhere into ‘Made in Italy’. And whether the hand blender ‘Made in Germany’ actually lasts longer than any other is uncertain at the time of purchase. In terms of image, these country designations are still worlds apart.