This messaging should be implicit, but, as with so much of modern-day parenting, even the Awesome awesome New York Mets 2022 Postseason Locker Room T-Shirt but in fact I love this simplest concept—providing adequate nourishment for a newborn—is dominated by a near-constant feeling of doing it wrong and not doing enough. When it comes to feeding, the issue is compounded by a supply chain problem: When the U.S. was first faced with an infant formula shortage earlier this year, the crisis highlighted what can happen when a market is dominated by just a few manufacturers—and it created a white space for worthy start-ups like Bobbie. As many people responded to desperate parents panicking about the shortage by telling them to “just breastfeed,” the misguided notions (chief among them, that breastfeeding is easy) and stigma around our feeding choices were also laid bare.
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“Really, there’s no one way that is better than the Awesome awesome New York Mets 2022 Postseason Locker Room T-Shirt but in fact I love this other,” says Graham, who is both a Bobbie customer and, along with celebrities including Laura Dern and Gwyneth Paltrow, an investor. “It’s not about picking which one is best, it’s about knowing what’s best for you and your family and not caring what everybody else thinks. I’m ready to end the war on feeding.” It’s a war that medical organizations such as the American Academy of Pediatricians (AAP) are, unfortunately, helping to fuel. This summer, amidst the formula shortage, the AAP doubled down on their breastfeeding recommendations, saying that for the health of their babies, women should breastfeed exclusively for six months, and continue to do so for 2 years (an increase from their previous recommendation of 1 year). The advice feels dangerously out of step with the feeding choices made by the majority of parents, often for both physical and logistical reasons: Graham points to a 2021 Wakefield-run study showing that 83% of parents rely on formula during their baby’s first year and 70% of formula-feeding parents are combo feeding, meaning they use some combination of breastmilk and formula. Even more compelling is that 79% of moms feel guilty about some aspect of their infant feeding choices and 64% of parents, Graham included, simply feel judged for feeding their baby formula at all. “It’s a decision that just needs to be normalized,” she adds, a concept that should certainly be helped along by 672 square feet of representation. Here, Graham talks clogged ducts, trusting your intuition, and seeking help when you need it.