We’ve heard of Plum Organics and have spotted it in the store, but have not noticed much it does by way of marketing until we saw its two-page spread in the November 2014 American Baby Magazine.

And here’s what instantly popped into our heads: you never get a second chance to make a first impression.

That’s because Plum Organics, like Gerber, sing the worn out “moms feed babies” refrain in its ad.

Seeing another baby food maker push this agenda is enough to make dads start pureeing their own baby food.

Based on its website, the company actually seems fairly admirable. We love its charitable efforts, admire its refreshingly generous use of dads in photos, and dig the story of how Neil Grimmer founded the company.

But then the pot meets the kettle on its “5 facts” page.

Here it offers excellent tips for parents as they look to provide food for their kids, but blame past feeding confusion via misinformation from marketers and doctors for over 50 years.

That began in the 1960s, a time in culture when most moms probably were the primary shoppers, bakers, and meal-makers.

Yet here we are in 2014, and Plum Organics’ ad clearly suggests that moms alone feed kids.

So, let’s get this straight: it’s ok for Plum to blame marketers for past puzzlement, however, its own marketing clearly perpetuates an age-old, well-worn stereotype that only moms feed their children.

It leaves dads out of the marketing message – hardly a welcome feeling (especially for new dads) from a company with which they may not be familiar.

Plum Organics, if you really want your customers to feed amazing, as your tagline suggests, consider making dads feel like they count.