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This article contributes to the literature on global value chains by examining how non-governmental organisations (NGOs) promote gender equality. NGOs have been instrumental in setting social standards that seek to institutionalise gender-sensitive governance structures. However, relatively little is known about their roles in doing so. Using in-depth empirical research on the Women@Work Campaign in the cut-flower sector in Kenya, the article examines how a coalition of Kenyan NGOs and an international NGO push for gender equality in global value chains. While the Kenyan NGOs do most of the actual work on the ground, the international NGO uses its position to facilitate and empower the local NGOs to do their work. Yet, we see that funding conditions hamper the local NGOs’ efforts to promote gender equality. Overall, our analysis highlights that NGOs fulfil important roles in promoting gender equality in …