Now we’re really confused. El Monterey, makers of authentic Mexican frozen foods, has a Twitter page that outright discriminates against dads, yet it was founded by a father and his son.

Don’t believe us? Check out twitter.com/elmonterey, which has a bio reading, “We’re a family owned company dedicated to helping mom conquer her day,” and also includes a #momwins campaign.

If the bio wasn’t exclusionary enough, the #momwins hashtag certainly creates a senseless rift. After all, if mom wins, then where does that leave dad?

We know, we know, its marketing department would tell us that dad wins, too, by way of the delicious food served, but that age-old corporate speak would be missing the point.

This sort of old-fashioned marketing is a tired approach that’s sure to make dad feel left out. If this company really believes the fallacy that dad doesn’t handle kitchen duty (which in turn implies that mom’s place is squarely in the kitchen — ouch), wouldn’t it be all the more reason to promote its easy-to-make, freezer-to-oven products directly to dads themselves?

Oddly, #momwins doesn’t appear on its website, but is used more regularly on Twitter, Facebook and Pinterest — all of which could be correctly rather easily.

Many here at dadmarketing headquarters have purchased and enjoyed El Monterey products in the past, but that practice is coming to a sudden stop. Instead of #momwins, it’s now #everybodyelseloses. Isn’t that a calamitous case of marketing gone awry?

Let’s hope its marketing department can make a change for the better, as it reflects on its “family owned” slogan, knowing that dads count as part of the family, too.