Glass ceilings for women in business can be a sensitive topic.  That it is a topic at all is the biggest confirmation that gender bias exists. When I approached the idea of glass ceilings in the dairy barn, I had to be prepared to discern what is historical, what is 2018 trendy and what, if anything is true? The biggest problem, as I see it, is that in today’s instant social media world, Information is making headlines that may have little or nothing to do with real life situations. How many of the self-proclaimed authorities on women in agriculture have actual personal experience to back up their rants. How does gender bias limit dairy success? Who is responsible? Where does gender bias begin?

“What is Blatant Gender Bias? What is Unconscious Gender Bias?”

Blatant Gender Bias occurs when there is no attempt to be politically correct. Unconscious Gender Bias puts up many of the same hurdles, however it refers to the stereotypes, both negative and positive, that exist in our subconscious and affect our behavior, without us being fully aware of it.

Here are 4 examples:

• Blatant: “Men should make all the decisions on the dairy farm.” Unconscious: “Farm women are better suited for desk work. Women are also good at looking after calves.”
• Blatant: “Farming is a man’s world. Women haven’t got what it takes to handle cows.” Unconscious: “Dairy jobs have nothing to do with bias. They arise from safety issues.”
• Blatant: “Women today are constantly shaking up the status quo. What’s next? Will they demand pink tractors and trucks?” Unconscious Bias: “The 24/7 nature of dairy decision making, is too dirty and too stressful for women.”
• Blatant: “Women are not welcome in the rough world of dairy farming. I shouldn’t be forced to tone it down just because women are present.”             Unconscious Bias: “The hearty backslapping and banter that are normal among men on the farm are not suitable for women.”

“Dairy Wives Are Dairy Partners”

That phrase sounds empowering at face value. Furthermore, it’s fair to say that most 24/7 dairy managers, when asked if women can do the same jobs that men do would quickly answer, “Absolutely!” However, when I posed that question to my partner at The Bullvine his answer was. “Well, behind the scenes, the answer might be closer to, ‘No’.” I huffed, “Seriously? On any given day what jobs on a dairy farm can’t a woman do?” Then began the explanations. “I know where you’re coming from but you can’t change people overnight!” Apparently fifty years won’t change some people either. Please note that every time I typed farmer in this article, it had to be changed because it only referenced men!! It’s quite likely that stereotypes go both ways.

“Is the Dairy Door Closed to Women?”

When a new consultant, veterinarian or cold calling ag supplier comes to the door it’s not likely that you hear, “Hi. I’m here to speak to your wife.” When you ask “Why?” do they reply, “I’m looking to talk with the decision maker.” With the wife changed to husband and “Hello” to “Goodbye” this is a regular door-closing experience at some stuck-in-the- past dairy business exchanges. Phone calling is even worse? When I try to answer problems, I am often not even trusted to deliver a message.  Questioners that don’t recognize teamwork, partnerships or, at the very least, gatekeepers don’t get the opportunity to join the team, make a sale or share a business relationship. 

“It’s Time for a Gender Reality Check”

Having a good working staff is key to dairy profitability. In actual fact, gender doesn’t influence the ability to do good work.  Three people doing the same job may have distinctly different outcomes. Not all of them will share the same level of success. This could be due to training, work ethic, decision-making or time management. It’s the input that determines success.  Bad outcomes and poor decisions can happen, regardless of gender.

“Does Gender Progress Mean Makeover Or Takeover?”

It’s undeniable that the size, management and future viability of North American dairy farms is being challenged and many may not make a successful transition into the future.  To do so will require that we keep open minds when it comes to technology, genetics, nutrition and, yes, leadership.  There isn’t any room for fear of change based on stereotypical male-female roles. A look at progressive and thriving dairy operations is a clear way to observe that university graduates are still passionate about farming and still coming home after their exposure to modern farm education.  From where I sit right now, the dairy operation next door is growing and thriving under the management of one of the sisters. What was once an unusual choice, is easily recognized as the one that works. Next generation farming can’t afford to bypass 50% of the farm-raised gene pool. Our biases need a makeover to recognize that it’s more important that farmers are focused on the challenging and engaging nature of the work.  Dedication to production will take any dairy much further than passive-aggressive gender discrimination can.

“Male-Female Progress Also Needs Technology-Automation Progress”

If we are talking about biases we can’t ignore the public bias against larger farms, dairy technology and 21^st century animal breeding practices. Once again, the shrinking demographic of farmers is being affected by the biases of a consuming public that is two or more generations from an actual connection to the farm.  It seems ironic that the farmers who are idolized in historical reference and romantic family memories are the same ones who are vilified for working to provide food. The contradiction of wanting to avoid “large” and at the same time “provide enough” is not seen as the challenge it really is. Being met with consumers who doubt and challenge can be crushing and it too rises from biases.  The farmer doesn’t “take a husband” in the nursery rhymes and Old Macdonald didn’t have robotic milkers.

“What Does Gender Equality Look Like?”

Nothing is either black or white.  There is no prescription for dairying that makes decision-making clear cut.  It doesn’t only change from year to year it changes on a daily basis. Having said that, there are many out-of-date discriminatory practices that are holding farm success back. How many of these questions get a “Yes!” on your progressive dairy operation?

1. Are women in the family expected to do work for free doing what would be a paid position for a hired man?
2. Is there quid pro quo? If there is a crisis in the daycare side of the dairy, does the husband pitch in indoors?
3. If there are free tickets to a seminar, symposium or training session, is it always the man who goes?
   For many families in the dairy business, it is not simply finances and cattle rearing at stake.  It is the livelihood and legacy of the family.  The industry has changed.  Social interaction has changed.  However mutual respect and planning for the future demands equality in more than name only.
4. Is your answer “Yes! That’s how we operate!”

“Name Calling.  How Important is it on Dairy Farms?”

In business, we learn much about the respect for the position from the name that it is given. “The wife” dishonors all the contributions made in the same way that “the girl” does, when applied to office workers.  When did you last hear an office authority figure say, “I’ll get my boy to look after that for you~? And, when some farm service, supply or consultant vehicle drives in the farm lane have you ever remarked, “Oh.  He has a girl with him.”  It’s a judgment made solely on gender. Whether it’s an office in a high rise, or a team in the milk house, it’s always better to have the best people doing their best work.  This goes beyond gender. After all, an all-male team can be overwhelmed by bad weather, health issues or equipment breakdowns and we don’t resort to,” I knew a man couldn’t handle that.”

“Women’s Days Are Numbered”

A simple way to know if there is a glass ceiling in the dairy barn is just to do a headcount.  Dairy farmers are quite comfortable working with an all-woman bovine production crew.  But when it comes to female team members the numbers are still counted on one or two hands.  We have one female dairy nutritionist.  Our A.I. company has two women.  We have a female breed association President.  Now what are the male numbers associated with those positions?

The Bullvine Bottom Line

Glass ceilings whether they are in the barn, the business or the board room automatically limit the full potential for success.  No one is perfect because of their gender.  No one fails for that reason either. There is no doubt that we rise by lifting others and when we work together, we get the best of both worlds. We should always inspire the best to rise to the top. 

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There was a time when milk producers confidently positioned themselves as producers of the healthiest beverage on the planet. Milk producers didn’t fight battles defending the production or the breakdown of components. However, today, trends in fat consumption and diet fads have significantly impacted consumer choices. Today the fight is on to determine what motivates people to quench their thirst.

The battle for The Beverage Bottle

A recent article discussed the idea that water has now become milk’s biggest competitor. Michael Dykes, CEO of International Dairy Foods Association (IDFA), reported water consumption as follows: “The North American bottled water market was expected to reach 391 billion litres by 2017” To put that into perspective, consider that, in 2007, single-serve water consumption was recorded at 212 billion litres. As these numbers became a reality, it has also become common to see people with bottled water in hand everywhere you go. Public speakers, church pastors, business leaders and club members have water within reach at all times.  Although many of our food choices are driven by price, the beverage industry points out that consumers are choosing the expensive bottled water over the water they could drink directly from the taps in their homes: “It is calculated by drinking two litres a day from the tap would cost $1.50 a year compared to more than $2800 to do the same with single-served bottle water.”

Conscientious Consumers Are Drinking to Their Health

Whether it’s water, milk or the latest speciality drink, there is probably a health component that is luring consumers to choose one over the other.  Flip through a magazine or recall the latest TV commercial and you can probably repeat the “punch line” or picture that celebrates milk products that now contain a health-desired ingredient.  New market demographics are being reached by milk products that promote ultra-filtered milk that has extra protein. That is the case with Fairlife (a product marketed through Coke Cola partnership) in the USA. 

Where Does Milk Fit into The Beverage Game Of Choice?

Dairy producers work hard 24/7 to produce healthy nutritious dairy foods.  Having said that, once milk leaves the farm, the beverage industry takes over, and milk becomes just one of many players competing in the high stakes game of consumer choices.

Before you read any further, get yourself something to drink. What did you choose?  What options are in your refrigerator? In your pantry? Besides your favourite chair? How many of us are holding milk or a dairy drink in our hands?

How Old Are Milk Drinkers?

There was a time when milk drinkers were automatically categorized as predominantly babies and growing children. Now there are target markets in all age groups.  One of the largest group is the Millennials, who are seen as the functional food group consumers. Athletes and exercisers are also finding that milk is the new sports drink. The massive market of Baby Boomers who have entered the Seniors category is being encouraged to look to milk for their health and wellness needs. Depending on the demographic, there has been massive growth in energy drinks and ready to drink beverages. For Millennials the energy sector has seen 56% growth between 2009 and 2014and the ready to drink market has had an astounding 166% growth since 2009. 

A Day in the Life of Millennials and Milk

As a Baby Boomer, I have a fascination with labels put on the generations that precede and follow my own.  Currently, Millennials are often profiled by groups whom we seek to understand them better for consumer, political or employability reasons.  In the area of beverage consumption, statistics show that Millennials are a drinking crowd. They choose beverages for managing stress, combating fatigue, and for improving weight loss. Given their extreme use of digital tools they also look to beverages to assist in maintaining eye health. Savvy milk marketers promote the strong nutritional profiles of milk beverages as a way for Millennials to meet these goals. Milk energy drinks and milk-enhanced smoothies are becoming a well-recognized way to start a nutritious day. We have also learned from Millennials that the right beverage can help us to survive that mid-afternoon slump or a long night of computer research and study.

Milk Moves into First Place In Thirst Quenching

A study from August 2011 suggested that milk is superior to water and sports drinks at replenishing fluids following exercise. The study author was, Dr Brian Timmons, an assistant professor of medicine at McMaster University in Hamilton, Ontario Canada.

“Milk is better than either a sports drink or water because it is a source of high-quality protein, carbohydrates, calcium and electrolytes,” He explained, “Milk has a high salt concentration which helps the body retain fluid better and replaces sodium that’s lost through sweating.” Results of the peer-reviewed findings were presented in Cornwall England at a conference on children and exercise. A simplified summary of the methodology explains, “McMaster researchers had 14 eight to 10-year-olds exercise on a stationary bike for 40 minutes, then gave them either skim milk, water, or a sports drink to measure hydration. After a two-hour recovery period, 75 per cent of the skim milk was retained in the milk drinkers, compared with 60 per cent from the sports drink, and 50 per cent from the water. Water drinkers also produced twice as much urine than milk drinkers.”

Packaging Also Impacts Consumer Choices

There are many considerations affecting consumer choices.  On the one hand, the science proving health benefits reaches more audiences but, at the most basic level, clever advertising also has an impact. Probably the most significant change in the beverage marketing relates to how beverages are packaged.  There are many new and innovative ways to drink milk.  Wax milk cartons and the iconic Canadian bags of milk are now sharing shelf space with square bottles, round bottles, bottles with flip lids and containers with screw lids. Large and small bottles are competing to be seen as the handy and convenient option for consumers on the go who are looking for a quick meal replacement or satisfying hunger or thirst.

Is the Milk Industry Finding Ways to Be in The Right Place at The Right Time?

While it helps to educate the consumer about milk benefits, at the end of the day, the challenge boils down to making sure that milk beverages are available in the places where people are most likely consuming them. Milk marketers need to get milk into school lunch programs and office building lunchrooms. Milk needs to be at sporting events.  Milk needs to sponsor health programs, senior’s activities and other public events for which milk benefits are recognized. The celebrity aspect of drinking milk is also a way to raise milk’s beverage profile.  I read recently that the day could be coming soon when sports events, such as baseball and football, end their biggest finals at the end of the year by dumping a few gallons of milk on the coach!

Move Milk from The BUCKET LIST to The MILK-IT List

Perhaps it’s time to get milk moments onto our Dairy Bucket List? At the very least, we need to promote the MILK-IT list. We need to be able to talk fluently about the benefits of milk in today’s meal planning. Once we are comfortable sharing the benefits, we need to work socially, politically and on the home front to make sure milk is part of sports, social and business venues. We also can raise the profile of milk as part of a contribution to world economies and for those populations who face poor health due to environmental, economic or political issues.

The Bullvine Bottom Line

Whether you do your own personal household beverage survey, or you do research on the Beverage Industry in your province or state, the fact remains that today we have many more choices than ever before, when it comes to what we drink. If our dairy industry is to remain viable, we must take an active and involved interest. What drives you to drink milk?

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