Could it really be the business model of Beech-Nut to exclude dads as part of its customer base?
It’s a fair question when you visit beechnut.com and read its content. After all, what else is one to think when you see a website which speaks only to moms and ignores dads as fully competent and equal parents?
Having a practice like this would be like showing up at a party where the host only speaks to your partner and completely ignores you. Doesn’t talk to you. Doesn’t even look at you.
It was a little like that with Beech-Nut’s CEO Jeff Boutelle, who used the word “moms” 18 times during this 2014 interview with Grocery Headquarters, with nary a mention of “dads.”
No one likes to be left out, but sadly, this belief is penned right within its mission, where it insists only moms prepare food for families.
Yet even if Beech-Nut claims that research proves the majority of its customers are moms, why exclude the dad segment as if it doesn’t matter? Stereotypical dad-products (e.g., tools, cars), or even sports, doesn’t hone its marketing exclusive to men. So why must Beech-Nut craft its message to the exclusion of equally capable parents like dads?
It’s a gender bias, which is sexist and wrong. Dads cook. Dads buy baby food. Dads feed children.
We’re calling for Beech-Nut to treat dads like true parents and make some quick edits to its website and social media. If its values include “real food for everyone,” then it must think not only about current dads, but the future ones who are eating its product right now – and will want to be valued as consumers someday when they become dads, too.