Contested and congested spaces: Exploring authenticity in New Zealand farmers' markets

This paper considers issues of authenticity as they apply to the evolution of farmers' markets in New Zealand. 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 New Zealand to ‘protect its brand’ nationally and an examination of the disputation of authenticity in the Marlborough Farmers' Market 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 New Zealand farmers' markets.