Purpose of the paper and literature addressed: The paper explores the potential of John Shotter’s (2008) relationally-responsive version of social constructionism for studying and analysing representations of markets and how these are enacted in actual exchanges practices. Research method: The paper uses the extended case study method to integrate existing concepts and theories using empirical data from the Danish potato industry. Twenty semistructured, narrative interviews were conducted with different actors in the industry. Research findings: Analysis suggests that the representations various actors have constructed of the Danish market for potatoes and the different market actors share many common features, but also that there are important differences in representations between members along the marketing channel that explain why actors in the Danish potato industry have difficulties finding common ground and why retailers are dominant. Main contribution: The paper shows that most activities performed by actors in the industry sustain codified representations of the market, but some activities contest and challenge prevalent representations of the market for potatoes. Not all of these disorderly activities can be considered market-shaping events.