Scholarly analyses of the transnationalisation of economic activity have placed women workers as active agents in the production of agro-export commodities for world markets. Less explored, however, are the roles that women and men play according to specific employment and socioeconomic hierarchies in the production, circulation and consumption of export commodities, and their influence on regime transformation. Building on the literatures on Global Commodity Chains (GCCs) and hegemonic masculinities, I examine the production–consumption relation of export-oriented cut flowers; I suggest that a gender analysis that accounts for the roles that women and men play in the production, circulation and consumption of this export commodity elucidates the ways in which the gendered production–consumption relation is constituted; and how it is used to reproduce as well as contest the norms and practices associated with neoliberal agriculture, or what is termed the third corporate food regime. As transnational capital seeks to expand into new and emerging markets, understanding the gendered production–consumption relation associated with particular commodities is of utmost importance for creating advocacy campaigns that resonate with citizen-consumers across the world. This article draws on field research, and on critical interpretations of secondary data.