100% of Subscription Proceeds Will Go Directly to Bobbie for Change Nonprofit Partners
Bobbie, the mom-founded and led organic infant formula company, is giving its long-running tradition of unfiltered parenting stories a new home with the launch of Sally Forth, a new Substack dedicated to honest storytelling, community and connection. Built on the brand’s DNA of unfiltered storytelling, community and connection, the Substack is written by the real moms and dads on the Bobbie team and parents in the Bobbie community.
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Bobbie launches its Substack, Sally Forth.
Sally Forth is a phrase Bobbie’s CEO and Co-Founder uses regularly–so much so, it’s a core value of our internal team–and it means to leave a safe place to set out on a journey or adventure. People often use it when someone heads out bravely or with high energy, especially into a situation that might be tough or demanding.
Sally Forth is a dedicated home for long-form, unfiltered essays about parenthood at large, from feeding to advocacy to what it’s like being a working parent at a fast-growing company. The publication centers on stories you won’t find anywhere else. In true Bobbie fashion, Sally Forth is placing mission front and center: 100% of every paid subscription goes directly to Bobbie for Change nonprofit partners.
“Bobbie was built on the back of the parenting and feeding stories and struggles of our own team – shared vulnerably, unfiltered, and that’s how we first connected with this generation of parents. However, as social media algorithms have shifted and increasingly prioritize fast-moving content, we realized that we are sitting on so many amazing stories, with nowhere to share them,” said Kim Chappell, Chief Brand Officer at Bobbie and mom of three. “So we’re trying on Substack for size. Because we aren’t afraid of trying new content channels and learning along the way. We launched a podcast a few years ago and sunsetted it when we couldn't justify another season. Being a bold brand means we’re unafraid to try and fail. But long-form, human-first storytelling needs a permanent home and we’re confident in this becoming a permanent fixture in the Bobbie ecosystem.”
What readers will find on Sally Forth:
- Customer Stories: Unfiltered confessions and feeding stories from parents who have been through the trenches; covering the wins, the meltdowns, and everything in between.
- Bobbie BTS: Honest employee essays and real-life parenting perspectives straight from the moms building the company every day.
- Advocacy and Impact: Deep dives into maternal health, paid family leave, advocacy, and the systemic change Bobbie for Change is pushing for alongside nonprofit partners.
- Familiar Voices: Regular insights from Bobbie’s leadership team, including CEO and Co-Founder Laura Modi, Chief Brand Officer Kim Chappell, and Director of Impact and Policy Michele Lampach, sharing what they’re working on and what they’ve learned across nine kids and counting.
“Internally, we have a long-running Slack channel called Love Letters, where real customer stories are shared daily. Be it customer support inbounds, Instagram DMs, emails, or handwritten notes, these letters include feeding journeys, raw postpartum realities, and showcase what our Bobbie community is actually going through, said Laura Modi, CEO and Co-Founder of Bobbie and mom of four. “I’m fully besotted with these notes. They are a daily reminder of why we do what we do and Sally Forth is an extension of that. It’s a place for us to share the stories of real parents, on the team, in our community, and beyond. Because it’s these messy, vulnerable, unfiltered truths of what it looks like to be a parent that connects us.”
Sally Forth is live today, with the inaugural post written by Laura Modi about how her entrepreneurial Irish grandmother, a mother of 14, inspired her decades later. Whether readers are deep in the trenches of year one, navigating toddlerhood, or simply looking for community that feels less like internet advice and more like real life, Sally Forth shares stories that feel honest, familiar and worth sitting with.
To explore Sally Forth and subscribe, visit sallyforthwithbobbie.substack.com.
About Bobbie
Bobbie is the only European-style infant formula manufactured end-to-end in the United States. Founded in 2018 by moms, for parents, Bobbie is on a mission to create a culture of confidence in infant feeding – and has been doing so since launching in 2021 as the first direct-to-consumer, subscription-based infant formula in the U.S. Today, Bobbie is the best-selling organic formula at Whole Foods Market and the only Organic infant formula on Costco shelves.
Bobbie offers a complete suite of four clinically crafted organic and grass-fed infant formulas, manufactured right here in America, making it the first and only mom-founded infant formula brand in the world to own its manufacturing end-to-end on American soil. Every formula is developed with leading pediatricians, nutrition scientists, and clinical experts to reflect the latest evidence-based infant nutrition science, and every batch undergoes 2,000+ quality and safety checks.
Purposefully sourced with simple, high-quality, organic ingredients and held to rigorous European nutritional standards, Bobbie has been independently recognized by Consumer Reports as a "Top Choice" infant formula across two consecutive rounds of heavy metal and contaminant testing (2025 and 2026)–with all four formulas rating non-detect or low for lead, arsenic, BPA, acrylamide, cadmium, and mercury.
For modern families who want the best organic infant formula without compromise, Bobbie delivers safety, transparency, and nutrition in every can–crafted right here in America, for American families. For more information, visit hibobbie.com.
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