People dedicated to the art of grilling often choose lump charcoal – actual pieces of wood that have been turned into charcoal – over briquettes, which are compressed charcoal dust with other ingredients to keep the dust together and help it burn better.
The kinds of wood used to make lump charcoal affect how it burns and how the food tastes when grilled. Dedicated grillers are often willing to pay a premium for higher heat, no additives, particular flavors and the cleaner burn they get from particular wood species in lump charcoal.
Buyers probably expect the label to accurately report how much charcoal they are getting, what kind of wood it is, and where the wood was grown.