I just realized that I still have a final savegame from that game before I won through conquest. Turns out the growth section in my settlement also says: Heart of Moria (10%).
So, either they simply forgot the percent symbol in the flavor text or my eyes and/or mind played tricks on me.
Thanks for pointing me in te right direction. Next time I'll doublecheck before posting.
Still, I hope they're going to pump up the percentage a bit.