Using a case study from County Clare (Ireland), this study critically analyses notions of "local" rural production. It investigates where rural businesses source the different components of their products and how these interrelate with the locality, how local businesses use the notion of "local" in their product branding, and what the socio-economic and political constraints and opportunities are for businesses seeking to foreground the "local" in their business marketing. Echoing critical studies on the notion and use of "local" in rural product branding (e.g. Burnett and Danson, 2004; Ilbery and Maye's; Feagan, 2007; Darby et al., 2008; Giovannucci et al., 2010), we argue that even remote rural areas such as County Clare in western Ireland have become so embedded in globalised economic and decision-making pathways that the "local" in rural product branding only remains "local" as a relic process associated with past localized rural production activities. (Contains 1 table and 1 figure.)