This is what I hear at the market, all day long… People look at our sign/banner, and out it comes: ‘ish.’  Even when I’m not in earshot, I know they’re saying it because I can see their lips moving: ‘Ish.’ It’s really quite funny… good, funny!! People are intrigued. And that’s before they even get to the ‘premium horseradish’ part. Gotta love it, right? People are definitely talking.