Abstract: The article gives an overview of the formation and origin of two food-related rumour cycles that have circulated in Estonia, various viewpoints and opinions about present-day consumption and trade, which have been highlighted in these rumours, discussions, comments in discussion forums and articles, as well as of people’s problems, fears, and stereotypic beliefs. The first commercial rumour about salad rinsing and other commercial frauds is of Estonian origin. Namely, in 2006 a rumour started to circulate in Estonian social networks and later...
(read more)