Transforming Masculinity in the Workplace: A Case Study from Riverford

Riverford, a company founded in 1986, has undergone a significant cultural transformation since transitioning to employee ownership in 2018. This shift required introspection and a reevaluation of decision-making processes. The company employed a business change coach to work alongside its head of HR, fostering a genuinely inclusive culture over three years. This initiative was spearheaded by the founder, who acknowledged the importance of women challenging traditional norms and helping to guide the organization toward a more equitable direction.

The Guardian

The efforts at Riverford have yielded measurable results. In 2025, the company reported a negative gender pay gap, with women earning, on average, 1.56% more per hour than their male counterparts. This change is attributed to the increased representation of women in senior roles, which has broadened the scope of decision-making and contributed to the company's growth. The ongoing advocacy for equality, diversity, and inclusion is primarily led by the co-owner council, emphasizing the importance of continued efforts in this area.

The Guardian

A key aspect of Riverford's transformation has been the recognition of emotional literacy as a strength in the workplace. The founder argues that qualities such as kindness, openness, empathy, and compassion are essential for building relationships with customers, colleagues, and suppliers. This shift challenges traditional notions of masculinity, which often prioritize physical provision and protection, and instead promotes a more holistic approach to leadership and teamwork.

The Guardian

The founder reflects on the outdated perceptions of masculinity that persist among older men, who often feel compelled to fulfill roles centered around physical provision. He notes that this mindset can hinder personal fulfillment and the ability to connect meaningfully with others. The article raises questions about the loneliness experienced by many older men, suggesting that traditional gender roles may contribute to social isolation.

The Guardian

• “It has been rewarding on both a personal and commercial level to see Maddie flourish and take the rest of us forward with her.” — Founder, Riverford

The Guardian

• “Far from being a weakness, emotional literacy – kindness, openness, empathy, compassion – makes us so much stronger.” — Founder, Riverford

The Guardian

Riverford's journey illustrates the potential for change within traditionally male-dominated industries. By embracing inclusivity and emotional intelligence, the company has not only improved its gender pay gap but also fostered a more productive and fulfilling workplace. This case study serves as a model for other organizations seeking to challenge outdated gender norms and promote a more equitable work environment.

The Guardian