In this article, I analyze discourse and identity relations within so-called ‘conventional’ agri-food networks as well as how the conventional sphere perceives, constructs and responds to alternative food movements in Canada. The paper is structured around three primary research questions: How are conventional actors understanding conditions, changes, and challenges within conventional networks? How do conventional actors apply this understanding in advancing conventional interests and discourses, and defending conventional networks? How do conventional actors and discourse construct AFMs? For this research, I (...) draw from survey, focus group, and in-depth interview data alongside text analysis from online sources. I elucidate the interests and motivations behind the identities, stories and messages emerging from the conventional sphere. I conclude that relationship building and communication between diverse agri-food actors may help to expand the range of agricultural knowledge, philosophies and solutions available to farmers, especially those whom are currently quite divided. (shrink)