This article examines non-traditional export production of broccoli, snow peas, and other crops in Guatemala. Focusing on Maya farmers, exporters, and government development officials, we trace the production of the desire to grow these crops, to make some extra money, and to enhance local and national economies. We find that the export business has left farmers shortchanged even as it has opened new possibilities of algo más (something more or better). We examine how this empirical paradox has emerged from the convergence and divergence of power relations and affective desires that produce the processes known as 'hegemony' and 'resistance'. We conclude by considering alternative ethnographic strategies for understanding the multifarious connections between power and desire, hegemony and culture.