The Australian primary production industry has often been championed as a cornerstone industry in the Australian economy. However, market based competition principles frequently see the industry suffer as unconscionable and unethical practices often result in a race to the bottom at the expense of primary producers. Australia’s identity attempts to reflect itself with principles of equality, with the term ‘fair go’ continually attracting political rhetoric. This principle however is not translated to the pillars of our economy – our farmers – with competition measures and protections within Australia lacking bones and ultimately out of reach. The consequence of such is that primary producers remain trapped beneath a glass ceiling and can’t access just or fair outcomes. Recently Australia’s dairy sector attracted much attention as the Australian Competition and Consumer Commission (ACCC) conducted an inquiry into the competitiveness, trading practices, and transparency of the industry. This resulted in many recommendations including a mandatory code of conduct, which has now been actualised.