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Book: Fabricating Authenticity

Chapter: Marketing the Authentic Taco

DOI: 10.1558/equinox.40272


In this chapter, Ellsworth discusses the wide array of food labels that pervade our food system today. Focusing on discourses of authenticity, he uses a case study of Mexican restaurants in a small province in Canada to show how authenticity is used in a competitive manner to legitimate businesses and cultural narratives. However, he also argues that there is a fetish for real and genuine experiences that drives demand for the authentic.

Chapter Contributors

  • Jason Ellsworth ( - jellsworth9482) 'Dalhousie University'