diff --git a/app/services/order_cycle_distributed_products.rb b/app/services/order_cycle_distributed_products.rb
index d2c9d3c4ca..3f8d3ddc9b 100644
--- a/app/services/order_cycle_distributed_products.rb
+++ b/app/services/order_cycle_distributed_products.rb
@@ -2,9 +2,10 @@
 # The stock-checking includes on_demand and stock level overrides from variant_overrides.
 
 class OrderCycleDistributedProducts
-  def initialize(distributor, order_cycle)
+  def initialize(distributor, order_cycle, customer)
     @distributor = distributor
     @order_cycle = order_cycle
+    @customer = customer
   end
 
   def products_relation
@@ -12,26 +13,97 @@ class OrderCycleDistributedProducts
   end
 
   def variants_relation
-    @order_cycle.
-      variants_distributed_by(@distributor).
+    order_cycle.
+      variants_distributed_by(distributor).
       merge(stocked_variants_and_overrides)
   end
 
   private
 
+  attr_reader :distributor, :order_cycle, :customer
+
   def stocked_products
-    @order_cycle.
-      variants_distributed_by(@distributor).
+    order_cycle.
+      variants_distributed_by(distributor).
       merge(stocked_variants_and_overrides).
       select("DISTINCT spree_variants.product_id")
   end
 
   def stocked_variants_and_overrides
-    Spree::Variant.
+    stocked_variants = Spree::Variant.
       joins("LEFT OUTER JOIN variant_overrides ON variant_overrides.variant_id = spree_variants.id
-            AND variant_overrides.hub_id = #{@distributor.id}").
+            AND variant_overrides.hub_id = #{distributor.id}").
       joins(:stock_items).
       where(query_stock_with_overrides)
+
+    if distributor_rules.any?
+      stocked_variants = apply_tag_rules(stocked_variants)
+    end
+
+    stocked_variants
+  end
+
+  def apply_tag_rules(stocked_variants)
+    stocked_variants.where(query_with_tag_rules)
+  end
+
+  def distributor_rules
+    @distributor_rules ||= TagRule::FilterProducts.prioritised.for(distributor)
+  end
+
+  def customer_tag_list
+    customer.andand.tag_list || []
+  end
+
+  def default_rule_tags
+    default_rules.map(&:preferred_variant_tags)
+  end
+
+  def hide_rule_tags
+    hide_rules.map(&:preferred_variant_tags)
+  end
+
+  def show_rule_tags
+    show_rules.map(&:preferred_variant_tags)
+  end
+
+  def overrides_to_hide
+    @overrides_to_hide = VariantOverride.where(hub_id: distributor.id).
+      tagged_with(default_rule_tags + hide_rule_tags, any: true).
+      pluck(:id)
+  end
+
+  def overrides_to_show
+    @overrides_to_show = VariantOverride.where(hub_id: distributor.id).
+      tagged_with(show_rule_tags, any: true).
+      pluck(:id)
+  end
+
+  def customer_applicable_rules
+    # Rules which apply specifically to the current customer
+    @customer_applicable_rules ||= non_default_rules.select{ |rule| customer_tagged?(rule) }
+  end
+
+  def default_rules
+    # These rules hide a variant_override with tag X
+    distributor_rules.select(&:is_default?)
+  end
+
+  def non_default_rules
+    # These rules show or hide a variant_override with tag X for customer with tag Y
+    distributor_rules.reject(&:is_default?)
+  end
+
+  def hide_rules
+    @hide_rules ||= customer_applicable_rules.select{ |rule| rule.preferred_matched_variants_visibility == 'hidden'}
+  end
+
+  def show_rules
+    customer_applicable_rules - hide_rules
+  end
+
+  def customer_tagged?(rule)
+    customer_tag_list.include? rule.preferred_customer_tags
   end
 
   def query_stock_with_overrides
@@ -42,6 +114,22 @@ class OrderCycleDistributedProducts
                                       AND #{variant_not_on_demand} AND #{variant_in_stock} ) )"
   end
 
+  def query_with_tag_rules
+    "#{variant_not_overriden} OR ( #{variant_overriden}
+                                   AND ( #{override_not_hidden_by_rule}
+                                   OR #{override_shown_by_rule} ) )"
+  end
+
+  def override_not_hidden_by_rule
+    return "FALSE" unless overrides_to_hide.any?
+    "variant_overrides.id NOT IN (#{overrides_to_hide.join(',')})"
+  end
+
+  def override_shown_by_rule
+    return "FALSE" unless overrides_to_show.any?
+    "variant_overrides.id IN (#{overrides_to_show.join(',')})"
+  end
+
   def variant_not_overriden
     "variant_overrides.id IS NULL"
   end
diff --git a/lib/open_food_network/products_renderer.rb b/lib/open_food_network/products_renderer.rb
index 32c4b90adb..bafbe27a59 100644
--- a/lib/open_food_network/products_renderer.rb
+++ b/lib/open_food_network/products_renderer.rb
@@ -4,9 +4,10 @@ module OpenFoodNetwork
   class ProductsRenderer
     class NoProducts < RuntimeError; end
 
-    def initialize(distributor, order_cycle, params = {})
+    def initialize(distributor, order_cycle, customer, params = {})
       @distributor = distributor
       @order_cycle = order_cycle
+      @customer = customer
       @params = params
     end
 
@@ -28,7 +29,7 @@ module OpenFoodNetwork
 
     private
 
-    attr_reader :order_cycle, :distributor, :params
+    attr_reader :order_cycle, :distributor, :customer, :params
 
     def products
       return unless order_cycle
@@ -44,7 +45,7 @@ module OpenFoodNetwork
     end
 
     def distributed_products
-      OrderCycleDistributedProducts.new(distributor, order_cycle)
+      OrderCycleDistributedProducts.new(distributor, order_cycle, customer)
     end
 
     def taxon_order
diff --git a/spec/lib/open_food_network/products_renderer_spec.rb b/spec/lib/open_food_network/products_renderer_spec.rb
index 252f26f517..dbc6d4b535 100644
--- a/spec/lib/open_food_network/products_renderer_spec.rb
+++ b/spec/lib/open_food_network/products_renderer_spec.rb
@@ -6,7 +6,8 @@ module OpenFoodNetwork
     let(:distributor) { create(:distributor_enterprise) }
     let(:order_cycle) { create(:simple_order_cycle, distributors: [distributor]) }
     let(:exchange) { order_cycle.exchanges.to_enterprises(distributor).outgoing.first }
-    let(:pr) { ProductsRenderer.new(distributor, order_cycle) }
+    let(:customer) { create(:customer) }
+    let(:pr) { ProductsRenderer.new(distributor, order_cycle, customer) }
 
     describe "sorting" do
       let(:t1) { create(:taxon) }
@@ -89,7 +90,7 @@ module OpenFoodNetwork
       let!(:v2) { create(:variant, product: p, unit_value: 5) } # Not in exchange
       let!(:v3) { create(:variant, product: p, unit_value: 7, inventory_items: [create(:inventory_item, enterprise: hub, visible: true)]) }
       let!(:v4) { create(:variant, product: p, unit_value: 9, inventory_items: [create(:inventory_item, enterprise: hub, visible: false)]) }
-      let(:pr) { ProductsRenderer.new(hub, oc) }
+      let(:pr) { ProductsRenderer.new(hub, oc, customer) }
       let(:variants) { pr.send(:variants_for_shop_by_id) }
 
       it "scopes variants to distribution" do
diff --git a/spec/services/order_cycle_distributed_products_spec.rb b/spec/services/order_cycle_distributed_products_spec.rb
index b02baf4974..5356340c5d 100644
--- a/spec/services/order_cycle_distributed_products_spec.rb
+++ b/spec/services/order_cycle_distributed_products_spec.rb
@@ -5,13 +5,14 @@ describe OrderCycleDistributedProducts do
     let(:distributor) { create(:distributor_enterprise) }
     let(:product) { create(:product) }
     let(:variant) { product.variants.first }
+    let(:customer) { create(:customer) }
     let(:order_cycle) do
       create(:simple_order_cycle, distributors: [distributor], variants: [variant])
     end
 
     describe "product distributed by distributor in the OC" do
       it "returns products" do
-        expect(described_class.new(distributor, order_cycle).products_relation).to eq([product])
+        expect(described_class.new(distributor, order_cycle, customer).products_relation).to eq([product])
       end
     end
 
@@ -25,7 +26,7 @@ describe OrderCycleDistributedProducts do
       end
 
       it "does not return product" do
-        expect(described_class.new(distributor, order_cycle).products_relation).to_not include product
+        expect(described_class.new(distributor, order_cycle, customer).products_relation).to_not include product
       end
     end
 
@@ -36,19 +37,19 @@ describe OrderCycleDistributedProducts do
       end
 
       it "does not return product" do
-        expect(described_class.new(distributor, order_cycle).products_relation).to_not include product
+        expect(described_class.new(distributor, order_cycle, customer).products_relation).to_not include product
       end
     end
 
     describe "filtering products that are out of stock" do
       context "with regular variants" do
         it "returns product when variant is in stock" do
-          expect(described_class.new(distributor, order_cycle).products_relation).to include product
+          expect(described_class.new(distributor, order_cycle, customer).products_relation).to include product
         end
 
         it "does not return product when variant is out of stock" do
           variant.update_attribute(:on_hand, 0)
-          expect(described_class.new(distributor, order_cycle).products_relation).to_not include product
+          expect(described_class.new(distributor, order_cycle, customer).products_relation).to_not include product
         end
       end
 
@@ -56,13 +57,13 @@ describe OrderCycleDistributedProducts do
         let!(:override) { create(:variant_override, hub: distributor, variant: variant, count_on_hand: 0) }
 
         it "does not return product when an override is out of stock" do
-          expect(described_class.new(distributor, order_cycle).products_relation).to_not include product
+          expect(described_class.new(distributor, order_cycle, customer).products_relation).to_not include product
         end
 
         it "returns product when an override is in stock" do
           variant.update_attribute(:on_hand, 0)
           override.update_attribute(:count_on_hand, 10)
-          expect(described_class.new(distributor, order_cycle).products_relation).to include product
+          expect(described_class.new(distributor, order_cycle, customer).products_relation).to include product
         end
       end
     end
@@ -71,12 +72,13 @@ describe OrderCycleDistributedProducts do
   describe "#variants_relation" do
     let(:distributor) { create(:distributor_enterprise) }
     let(:oc) { create(:simple_order_cycle, distributors: [distributor], variants: [v1, v3]) }
+    let(:customer) { create(:customer) }
     let(:product) { create(:simple_product) }
     let!(:v1) { create(:variant, product: product) }
     let!(:v2) { create(:variant, product: product) }
     let!(:v3) { create(:variant, product: product) }
     let!(:vo) { create(:variant_override, hub: distributor, variant_id: v3.id, count_on_hand: 0) }
-    let(:variants) { described_class.new(distributor, oc).variants_relation }
+    let(:variants) { described_class.new(distributor, oc, customer).variants_relation }
 
     it "returns variants in the oc" do
       expect(variants).to include v1