For those women living in villages within accessible range of Goroka town, it is the norm to sell fresh produce in the Goroka market. Fresh produce trading, or maket in Tok Pisin, is common for women throughout the country. To see men selling food in the Goroka market is significantly less common, and those who do, usually sell foods brought from outside of Goroka. The gender divisions that exist in and around the marketplace today in Goroka are maintained through discourses of emotions and practice, specifically the notion of sem (Tok Pisin: shame, embarrassment). As part of a 12-month ethnographic research project on gender relations in and around the Goroka market, the author spoke with market vendors, amongst others living in and around Goroka, about why men do not market. She also interviewed some of the few men who do sell fresh produce in the market. Based on these men’s explanations and those of others with whom she spoke, the author suggest that these sellers exhibit aspects of masculinity that are caring for their families, putting shame second, and justifying this by their aspirations to transform their and their loved ones’ lives through education and business. These men demonstrate an emergent form of masculinity that both includes and contests aspects of hegemonic masculinity in the Highlands. Whilst selling fresh produce in the marketplace is deemed embarrassing and shameful for the majority of men, those who sell regardless justify doing so by pointing to the importance of providing for their families and loved ones.