This paper uses a study of women's participation in the Australian sugar industry to illustrate and critique the process and usefulness of reflexivity in rural research. I begin by situating the use of reflexivity within the feminist literature. Following this, I describe the way in which I used reflexivity to examine different identities I inhabited throughout the study. These identities were: "farmers' daughter", "Italian-Australian", "nice country girl" and "woman". The paper concludes with a brief reflexive examination of some of the challenges I face in taking up a new identity-that of "academic feminist" in rural sociology.