Ostia Elasto Mkalama, a 45-year-old farmer from Iguguno village in Singida, Tanzania, lives with his wife, Luciana Daudi, and their seven children. In Iguguno, traditional masculine norms have long restricted women’s access to resources and ownership, with men typically holding control over both economic activities and decision-making within the family. Ostia was no exception. Before becoming involved with CARE’s Diageo project, he adhered to the common belief that women had little to contribute to the family’s progress. He never involved his wife in key decisions or income-generating activities, such as selling crops, understanding market prices, or managing household finances.
Influenced by deeply ingrained gender norms, Ostia believed that women were meant for household duties, while men dominated both the fields and family decision-making. He recalls, “I used to make all the decisions in my family, and everyone had to follow. I didn’t see the need for my wife’s input. I was the head of the house, and that was the end of the discussion.”
However, Ostia’s mindset began to change when he became involved in CARE’s training programs under the Diageo project. Through a series of workshops and dialogues, Ostia learned about gender equality, gender-based violence, and women’s land rights, alongside agribusiness training and improved farming practices. These sessions not only transformed how he viewed farming but also how he viewed his relationship with his wife.