We support parents’ ability to make the feeding choices that are best for both them and their baby, and for 83% of U.S. parents that means turning to formula. Whether for supplementation or exclusively, we recognize that this is a life-saving product for so many families, and making a formula bottle should never come with an ounce of judgement. We also believe that there is no such thing as a bad infant formula, only bad ingredients, and parents deserve more options for their infants that align with their own lifestyle choices.

We support every parent’s unique feeding journey with each unique baby whether they choose to exclusively breastfeed their baby until they are 5, turn to formula on day one, get donor milk from a milk bank, pump around the clock for every ounce, or just top up a night bottle with a bit of formula. Bobbie understands that there is no one size fits all plan for feeding a baby. Period.

Bobbie applauds women who are able and choose to breastfeed. It is not only a physical feat, but requires supportive partners, family, and friends (who sometimes don’t mind boobs at brunch). We also recognize that breastfeeding requires access to uninterrupted time, a precious commodity for a new mom. As a team of moms who breastfed or tried to breastfeed their own babies, we know the sacrifice it takes to feed a baby from your own body, the joy of connecting and providing for your baby, and the overwhelming range of emotions you feel from the first to last drop of milk.

We believe both of these movements are driven by good intentions and are emotional for parents on both sides of the aisle. However, as we have watched both of these movements unfold for Millennial moms in our generation, the divisive narratives have increasingly polarized and politicized something as simple and primal as feeding a baby. While Breast is Best optimizes for the baby’s nutrition, it can neglect what is best for a mother’s holistic situation. On the opposite end of the spectrum, Fed is Best optimizes for parent and baby, but can feel dismissive to a mom still in her breastfeeding journey making sacrifices for every ounce.

Bobbie believes that Baby Friendly Hospital Initiative, while filled with good intentions, makes hospitals the first place that a mother can experience shame, disappointment, and guilt for not being successful in breastfeeding. We believe the problem is as clear as the name, Baby Friendly, instead of Baby and Mom Friendly hospitals. The initiative needs to evolve to meet modern parents in their reality; where mother’s health is not sacrificed or overlooked for the sake of breastmilk.

Bobbie applauds lactation consultants and we know they are on the frontlines of making a meaningful difference to moms who want to nail breastfeeding. Lactation support has evolved tremendously in the last decade and even in 2020 alone. These resources both in person and digitally can really help make or break a woman’s ability to breastfeed, especially in the first few weeks of a baby’s life. We are proud to have an accredited lactation consultant on our Medical Affairs Team to help guide us as a company that supports all feeding journeys.

Bobbie recognizes and understands the original intent of this ruling that seeks to prevent the effects of poor marketing ethics by major infant formula companies. While we stand in solidarity with the original intention behind the ruling, Bobbie believes that all infant formula companies need to hold themselves to higher standard when it comes to advertising and never promote their products over breastfeeding. We believe too that parents have the right to know about all feeding options, including infant formula, as they make the decision how best to feed their baby.

Bobbie believes that parents in the U.S. should not feel that they have to turn to a third party, unregulated black market to purchase an infant formula that they feel good about giving to their baby. The formula industry in America needs to rise to the level of expectations of modern parents and deliver infant formula choices made with purposefully sourced ingredients that they can buy under FDA regulations in a safe way.

We find it shocking that so many parents in the US rely on WIC and other programs to fill the basic human need of feeding their babies. Bobbie applauds the efforts of the WIC program to support breastfeeding and helping so many women be successful. We know that any parent may need to rely on infant formula during their feeding journey and they shouldn’t have to choose what they can afford over what is the best choice for their family. Bobbie believes in a more equitable infant formula market that allows high quality options for parents of all income brackets.. High quality options should be more affordable and that is a goal we will continue to work toward as we grow as a new company in this industry.

In the U.S., there is a policy disconnect between recommended breastfeeding goals and maternity leave allowances that sets breastfeeding mothers up for failure. The CDC recommends mothers exclusively breastfeed their babies for 6 months and continue until 12 months. Exclusively breastfeeding takes up to 30 hours a week. Yet, there is no standardized paid maternity leave policy in the US and most women return to work between 6 and 12 weeks after having a baby. This forces the very difficult choice between exclusive breastfeeding and full time work on the mother. These two conflicting policies set women in particular up for disappointment and a sense of failure when they must choose between work and feeding their baby.

Being a parent is challenging enough, we don’t need anyone else’s opinions on how we’re doing. Opinions on feeding only lead to judgement. And there’s no room for that.