In early January, the first night the L.A. wildfires raged, Laura Modi lay in her bed in Washington, D.C. wide awake at 1 a.m. worrying. The CEO and co-founder of Bobbie, an organic formula company, texted fellow co-founder, Sarah Hardy, to let her know that she wanted to meet first thing in the morning to discuss what they were going to do to help the victims of the fires. “Providing support in a time of need is in our company's DNA,” Modi says.
The next morning, Hardy quickly assembled a team to come up with a plan. “We couldn’t fathom that a parent who had just lost literally everything would have to wonder how they were going to feed their baby,” Hardy says. And so, they announced on Instagram that they were offering any parent who was affected by the fires free Bobbie formula—whether they were a customer or not—until their child turned one. “We thought, why would we stop with our customers? We should be doing this for every parent impacted by the fires,” Modi says.
