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Why I built this.

Hi, I'm Keiko and I'm a mom whose child needed formula when he was a baby.

I was listening to this episode of the Post Reports podcast while driving and had to pull over because I couldn't stop crying listening to the stories of exhausted, overwhelmed mothers just trying to keep their babies fed. It made me think about when my son was a preemie and how he needed expensive, hard to find specialty formula after breastmilk wasn't enough to help him thrive.

Keiko and son, 2013.

My son is a boisterous 9-year-old now and I can't imagine trying to navigate that experience from nine years ago in today's baby formula shortage. I deeply empathize with families who are just trying to keep their babies fed. This isn't the first time I've felt compelled to act on behalf of others.      


America does a terrible job of supporting parents. We can — and must — do better for every American family. Outraged by the fact that our nation is headed towards revoking a person's right to choose parenthood when and how they want it, learning that we can't even keep babies fed right now was just too much for me. I needed to do something.     


I can't make formula appear out of thin air, but I know how to make a website and saw a way to design a simplified solution to a complex problem: how to connect people in need to those who can help. 


I felt compelled to act in this moment and I hope you find this tool helpful.



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We got you, fam. ✌️❤️🍼

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