This chapter explores the struggle for pedagogic authority between supermarkets, reflexive citizen-consumers and household food provisioners regarding food and the role it should play in social life. It presents a study to understand how differently positioned consumers in a rural, food-producing region make sense of the supermarket in their food provisioning practices and in community life, and tells about the authority of the supermarket's in Shepparton, Australia. The communities encompass powerful social relationships between individuals, households and families which are based on shared values, practices, aspirations. The chapter uncovers a state of pedagogical transition underway in rural Australia, repositioning the links between local food and rural community well-being. The community ideal of supporting locally owned businesses, farming, produce and civic conventions was however elusive, and consumers resented the supermarkets for not making it easier to support local people and products.