The purpose of this thesis is to investigate to what extent Arvid Nordquist and Zóega gender equality approaches improve gender equality amongst coffee producers. This will give further knowledge about the possibilities and limitations of the neoliberalization of feminism, a term describing the fusion between feminism and neoliberal capitalism and the greater confidence in the market and corporations being able to empower women in the developing world. To answer the research question, the thesis is comparing Arvid Nordquist’s and Zóega’s gender equality approaches to gender equality problems found in the coffee region of Colombia. The methods used for the study is a text analysis of Arvid Nordquist’s and Zóega’s gender equality work and a field study conducted in Colombia. The theoretical framework constitutes of Janet Saltzman Chafetz’s “The gender division of labor and the reproduction of female disadvantage” and liberal feminist, socialist feminist and neoliberal feminist theories. The key findings of the research are that Arvid Nordquist and Zóega only to a limited extent can increase gender equality in coffee production. The corporations are mainly focusing on empowering women at the macro level of society while not addressing gender equality problems at the micro level, resulting in important interventions for gender equality not being addressed. The company actions give further implications to the neoliberalization of feminism and the consequences that follow when corporations are given increased responsibilities for improving gender equality.