diff --git a/tailbone/forms/renderers/products.py b/tailbone/forms/renderers/products.py
index 20843111..daca5dc5 100644
--- a/tailbone/forms/renderers/products.py
+++ b/tailbone/forms/renderers/products.py
@@ -58,9 +58,14 @@ class ProductFieldRenderer(AutocompleteFieldRenderer):
     def render_readonly(self, **kwargs):
         product = self.raw_value
         if not product:
-            return ''
+            return ""
+        render = kwargs.get('render_product', self.render_product)
+        text = render(product)
         if kwargs.get('hyperlink', True):
-            return tags.link_to(product, self.request.route_url('products.view', uuid=product.uuid))
+            return tags.link_to(text, self.request.route_url('products.view', uuid=product.uuid))
+        return text
+
+    def render_product(self, product):
         return six.text_type(product)