While it’s disappointing to find another lunch product maker ignoring dads as equally competent parents and shoppers, the latest exclusionary campaign – this time from Land O’Frost – hits dads below the belt in a variety of ways. But you’ll have to look carefully for its greatest offense, which is buried beneath several gender-biased marketing methods.

No, it’s not the spinoff webpage section which uses its company name for a play-on-words covering everything related to parenthood, er, um, motherhood:  landomoms.com.

It’s not the numerous web graphics which speak only to moms with language like, “Ah, mom life,” or definitions of “mom-ism.” Imagine the strange vibe a dad might get who visits landofrost.com or landomoms.com, and is repeatedly having to read that he’s a “mom,” which at the very minimum makes it clear with whom the company wishes to communicate.

It’s not social media posts, which sometimes awkwardly encourage both “moms and dads” to check out its tips and recipes at its one-gender-only named site.

It’s not even the problematic trademarked pledge above its logo that insists, “From our family to yours since 1958.” Keep in mind, this is a family company headed by three consecutive dads, who one can only assume wish for dads to be treated as important as anyone else.

What’s really disappointing is how the one-and-only dad imagery found on the front page of landomoms.com reveals a dad shouting and pointing at a tiny child who’s cowering on the ground, in the corner (right). Don’t dads deserve a little better than this? Does Land O’Frost really want to use its only photo of a dad in a terribly negative light? It’s not that the story’s topic itself isn’t valid – it’s a helpful topic of interest for parents – it’s just that there should be a greater quantity and quality of dad images. It would be nice to see an equal mix of genders celebrating the good in parenting, rather than furthering negative, stereotypical imagery of dads who aren’t happy, engaged, nurturing and caring parents.

That really was never true long ago, and it certainly isn’t now.

Land O’Frost seems like a fine company with quality products and strong community involvement. We say celebrate all that is good and show the nation what its story represents: how it was founded and carried on by three wonderful fathers who remained devoted to their families for generations.

What do you say, Land O’Frost? It’s not just dads and moms who are watching – it’s the kids. A renewed approach to marketing will remind future generations that family matters, and that the motto above your logo isn’t merely words.