Studies of culture and place form a long tradition in geography but, within rural studies, less attention has been given to the ways in which contrasting ethnicities intersect with specific places and landscapes. Recently, an increasing number of authors have noted how dominant Anglophone, western, ethnicities (frequently labelled "white") have been privileged in British, Australian and New Zealand settings and this paper engages that literature. We use a detailed case study of place identity in Southern New Zealand to show how a composite appreciation of ethnicity provides a deeper understanding of place identity. As such we demonstrate how place and ethnicity intersect via diverse landscapes, social interaction sites and cultural practices.