These billboards have been up for a couple of weeks now. The word in quotation marks is local dialect for the veg they’re showing. The map in the upper righthand corner (that little red squiggle) shows in white where in Austria the item comes from, accompanied by the proud statement, “This is where I’m from”.
I wasn’t aware that Austrians needed advertising to eat their own, relatively locally-grown food. After all, we’re talking about a people who consistently eat butter, for example, from their own country–in contrast to the Brits, who, it seems, will eat any kind of butter (mostly Danish or Irish) but their own.
ecbinvienna 
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