In response to devastating Los Angeles wildfires, infant feeding company Bobbie is spearheading a collaborative relief effort with prominent baby goods manufacturers and retailers on Friday.
The initiative, hosted at Gracias Madre in West Hollywood, will distribute essential baby supplies to families impacted by the ongoing wildfire crisis throughout the Los Angeles area.
Partner companies Dagne Dover, Tommee Tippee, Petite Plume, The Honest Company, and Little Society Boutique have joined forces to provide items ranging from formula to pajamas and diaper bags.
The event marks a significant expansion of Bobbie’s existing support programs, which include a commitment to provide formula through the first year for babies whose families lost homes.
DoorDash’s Project DASH, which helps nonprofit and community organizations deliver groceries and essential items, will facilitate deliveries to families unable to attend the in-person distribution.
The delivery service has already implemented broader relief measures, eliminating fees on essential product deliveries across Los Angeles County and supporting approximately 3,000 restaurants in fire-affected areas.
DoorDash has further demonstrated its commitment through substantial financial contributions, including $1 million to World Central Kitchen, $400,000 in grants for affected restaurants and delivery workers, and $150,000 in Community Credits to first responders.
The distribution event will operate from 11 a.m. to 3 p.m. at 8905 Melrose Ave., with an additional hour allocated for delivery driver pickup operations and onsite activities for children.
Parents seeking delivery assistance must register by Thursday, Jan. 16, at 11:59 p.m., while Bobbie’s Give a Can program remains active for direct formula donations to affected Los Angeles families.
Based in San Francisco, Bobbie was founded in 2018 by Laura Modi and Sarah Hardy, born out of Modi’s personal struggle to find suitable baby formula for her daughter, leading to the creation of a European-style formula made with organic ingredients and without corn syrup, palm oil, or soy. [a]
Bobbie aims to provide healthier alternatives for babies and has grown significantly, reaching $100 million in revenue by July 2023. The company also focuses on changing the conversation around infant feeding to one of confidence and support for parents.
