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This paper considers issues of authenticity as they apply to the evolution of farmers' markets in N ew Z ealand. Following a discussion of the nature of authenticity and its deployment by farmers' market organisations in several jurisdictions, a two‐part case study is presented. An analysis of the strategies adopted by Farmers' Markets N ew Z ealand to ‘protect its brand’ nationally and an examination of the disputation of authenticity in the M arlborough F armers' M arket reveals the potential of the ‘authenticity project’ to be a lightning rod for heightened tension and the fracturing of the relationship between competing interests in N ew Z ealand farmers' markets.
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Joseph et al. (2013) studied this question.
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