This thesis builds upon anthropological theories of modernity, production and consumption through ethnographic research, situated in the cosmopolitan city of Melbourne, the ‘foodie’ capital of post-industrial Australia. It examines how producers sold farming, good food and ‘feel-good’ shopping to their urban customers. Through storytelling about the hard yet idyllic farming way of life, producers also sold ’the good life’, based on aspirational urban constructions of a rural idyll, including attributes of honesty, simplicity, hard work and just reward.