This paper focuses on a particular group of food commodities, associated with the wider turn to ‘alternative food networks’, that are described as ‘naturally embedded food products’ (NEFPs). These are commodities (specifically meats and cheeses) that utilise grassland biodiversity as an input into production to positively influence, in various ways, the final qualities of the commodity. Building on the geographical literature on commodity circuits and analysing data derived from NEFP promotional materials and focus groups with urban and rural residents in the UK, the paper interrogates the geographical knowledges that are deployed by producers in the promotion of NEFPs and how these knowledges are accommodated and contested by consumers as they bring their own geographical knowledges to the interpretation of these commodities. The paper undertakes this task in order to problematise the extent to which alternative food networks in general and NEFPs in particular are bringing about a reconnection of producers and consumers and, concomitantly, a defetishisation of food, as is claimed for them by many of their policy and academic proponents. In the process the paper reveals how the food commodities associated with alternative food networks entail the creation of new and rival fetishes paradoxically as a result of efforts to ‘thicken connections’ between the production and consumption of food.