Australians value the spirit and notion of a ‘fair go’. The phrase is the catchcry of national egalitarianism and is bandied by policy-makers as a result. The prioritisation of a ‘fairer go for farm businesses’ in the Agricultural Competitiveness White Paper should thus have come as no surprise. The Paper proposed that a ‘fairer go’ would be realised through fairer competition for farm produce, better regulation, better tax systems for farm businesses, and investing for the future. Each of these policy areas are evaluated with reference to horticulture and water markets, and drawing upon experience in rural industries. Market and competition failures are identified, specific policies arising from the White Paper are evaluated, and some alternatives are proposed.