A Convo with Laura Modi of Bobbie

Meet Laura Modi, the Co-Founder + CEO of Bobbie—an FDA-approved, Organic infant formula brand that's made with feel-good, quality ingredients.

What inspired you to start Bobbie? 

Founding Bobbie was an entirely personal journey – I was a first time mom going through my own feeding journey when I realized that the American formula aisle was in desperate need of disruption. So I set out to create an option any parent –myself included– could feel confident in giving to their baby. Here I am today, seven years later and newly postpartum with my fourth baby. This time, I’m feeding her Bobbie. It’s a beautiful full circle moment for me.

How is Bobbie evolving the infant formula industry and the stigma that surrounds it?

Bobbie is the only mom-founded and-led infant formula company in the US. As a team of majority parents who have lived our own unique feeding journeys, yes, we wake up every day to make high quality formulas, but even more so – to uplevel the entire industry and in the process, change parenting culture from one of comparison to confidence. We live in a country that tells parents “breast is best” and suggests we should exclusively breastfeed our babies until they are one, and meanwhile - we don’t offer federal paid parental leave to support that. Bobbie is here to push the standards of how we’re feeding our babies and shake the stigma associated with feeding. As we like to say when it comes to feeding and parenting in general, “your best is best,” no matter what that looks like.

"We live in a country that tells parents 'breast is best' and suggests we should exclusively breastfeed our babies until they are one, and meanwhile - we don’t offer federal paid parental leave to support that. Bobbie is here to push the standards of how we’re feeding our babies and shake the stigma associated with feeding."

How is Bobbie different from other baby formulas?

Bobbie is inspired by EU recipes and crafted with USDA Organic ingredients that parents can feel good about feeding their babies. Our recipe is focused on simplicity and sourcing the best possible ingredients like grass fed organic dairy from American family farms. We were also the first infant formula to receive the Clean Label Purity Award and Clean Label Pesticide Free Award. Above all, as a team of parents, we support every kind of feeding journey, whether you’re exclusively breastfeeding, all about formula, or somewhere in between.

What is The Infant Formula Made in America Act and how did you help introduce it?

The Infant Formula Made in America Act is the first tangible solution towards addressing the issues that led to the infant formula shortage of 2022. If you had a baby during that time, you likely remember how terrifying it was – America couldn’t feed its own babies. Fast forward to today, and while the crisis may be over, the problems that caused it have not been solved. After hundreds of hill meetings over the last two years, this bill is our answer to exactly that. As industry experts and moms, we advised on this bill which, if passed, would set aside funding to bring new and small American formula manufacturers into this highly concentrated market, and help protect us from future shortages. Reforming this industry won’t happen overnight, but as we always say, leave it to moms to get sh*t done.

You just welcomed your 4th baby into the world, congratulations! What research, if any, would you recommend for new parents?

As I go through this for the fourth time now, I’m reminded of just how vulnerable, emotional, and special this time is. And there’s no amount of research that can prepare you for it. My biggest piece of advice is to take it day by day, know that you’re doing your absolute best, and block out all the unnecessary noise and unwanted advice you’re likely getting from those around you. Listen to your instincts and do what feels right for you and your baby – nothing else matters.

"Take it day by day, know that you’re doing your absolute best, and block out all the unnecessary noise and unwanted advice you’re likely getting from those around you. Listen to your instincts and do what feels right for you and your baby – nothing else matters."

It's so important to have thoughtfully crafted products for babies made with clean ingredients and materials. From one mom-founded brand to another, what other baby products do you think need better quality products for little ones?

What’s on my mind as a mom of 4 growing kids is not about products specifically for babies, but I am watching their consumption of technology and it’s making me anxious. Jonathan Haidt's new book 'The Anxious Generation' highlights the many dangers if we don't introduce other forms of entertainment, engagement, and connection with our kids. This is particularly top of mind for me when I think about better quality of life for them as they grow up.

What’s your favorite MATE style?

I can’t get over the new mini MATE styles – perfect for my little rugby team of kids. My oldest, Mary is a self-proclaimed fashionista and budding fashion designer and she wholeheartedly approves – which means I do too.

You can follow Bobbie at @bobbie on IG and @hibobbie on Facebook. Learn more about what they're up to at www.hibobbie.com.