In a recent business-related discussion, I happened upon an interesting question. It had to do with food production, and to brand something made in Estonia for the regional market with an N or a B. That's right: Nordic or Baltic. Just thinking about it was absorbing, because all of those prejudices floated right up to the top. Let's take something harmless like peppermint tea. I love peppermint tea. Now, would you rather drink Nordic Peppermint Tea, or Baltic Peppermint Tea? Hmm. Nordic brings to mind cleanliness. It smacks of Ikea and so there is a flavor of overproduction in the term, as in these tea leaves were handpicked and produced in line with 700 pages worth of government regulations. Still, they are Nordic, which means they come with a Sami folk pattern on the box and are of high quality. Baltic Peppermint Tea didn't sound as savory to my ears, though, nor to the ears of my Estonian colleagues. And nobody could say why. Or maybe we all really knew why we didn't want to drink Baltic Peppermint Tea, and lacked the courage to admit it.