This paper aims to explore how agricultural modernisation in a Greek lowland community and a new form of business organisation of family farms, due to the mass employment of low-cost immigrant farm workers, reinforce masculine gendering of farming, often contributing to the reactivation of tasks typically labelled as female, such as cooking for the farm workers and administrative work. However, even though technological and structural modernisation have strengthened the material and symbolic capital of male farmers, the farmer has ended up in a crisis of identity as women seek to get away from agriculture and rural life.