Guy Singh-Watson, the founder of the organic vegetable box company Riverford, has revealed a profound personal and professional transformation driven by addressing gender inequality in his business. In a candid reflection, he expresses regret for decades spent confined by traditional masculinity and highlights how empowering women has yielded significant commercial benefits.
A Shift in Perspective on International Women's Day
Earlier this year, Singh-Watson attended an International Women's Day event at Selfridges, where his wife, Geetie, spoke about her diverse experiences. As one of only two men in the audience, he faced questions about his presence but argued that men must engage with issues related to male behaviour. He pointed out that overly masculine attitudes hinder practical outcomes, such as strawberry picking on farms.
Confronting the Gender Pay Gap at Riverford
When Riverford first measured its gender pay gap in 2017, women earned an average of 91p per hour compared to £1 for men. Initially, the company made excuses and implemented weak changes, with male leaders reluctant to challenge their biases. However, a turning point came when Singh-Watson and his male head grower promoted their best picker, a younger woman, to manage picking operations at his farm, Baddaford.
This decision led to increased happiness, productivity, and profitability. Today, the farm boasts a waiting list for pickers, attributed to farm manager Maddie's efforts to create a fun, emotionally safe, and fulfilling work environment. Singh-Watson acknowledges that while he resisted being labelled sexist, failing to call out prejudice is complicit. He finds it rewarding to see Maddie flourish and drive progress.
Why Change Required Female Leadership
Singh-Watson questions why it took a woman in a male-dominated industry to effect change. He notes that women often handle sensitive issues better, citing examples like fathers in empty-nest households struggling to connect with children on phone calls. He links this to broader societal issues, such as loneliness among older men, with 75% of older men without partners reporting feelings of isolation.
He argues that traditional male roles as providers and protectors are outdated and hinder full lives, failing to garner the respect many men seek. This paternal hangover continues to detrimentally impact men's well-being.
Cultural Transformation Through Employee Ownership
The shift at Riverford began with its transition to employee ownership in 2018, prompting introspection into decision-making processes. Over three years, a business change coach and the head of HR cultivated an inclusive culture, starting with Singh-Watson himself. He expresses gratitude for their courage in challenging him to grow.
By 2025, Riverford achieved a negative gender pay gap, with women earning 1.56% more per hour than men, largely due to women filling senior roles. Ongoing efforts are led by the co-owner council, advocating for equality, diversity, and inclusion.
The Business Case for Emotional Intelligence
Previously, male-dominated leadership limited decision-making scope and impeded business growth. Singh-Watson emphasizes that emotional literacy—kindness, openness, empathy, and compassion—strengthens individuals and organizations. He asserts that successful businesses leverage emotional human nature to build relationships with customers, colleagues, and suppliers.
At 65, he laments years constrained by unimaginative masculinity, calling it a self-made tragedy. He urges men to discard damaging beliefs about manhood, broaden their minds, learn new languages of empathy, and support each other and women. Inclusivity, he concludes, benefits everyone.
A Call to Action for Men
Singh-Watson rejects living a life impoverished by male stereotypes or imposing them on his children and co-workers. He insists men must not stand by awkwardly when witnessing sexism, advocating for improvement over previous generations. Living an unexamined life defined by gender norms, he warns, means living only half a life. He encourages bravery in moving forward, free from stereotypes, as many women have done.
