Book: Fabricating Authenticity
Chapter: Marketing the Authentic Taco
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.