(1 Dec 2017) LEADIN:
An L.A. company is delivering organic, farm-to-highchair baby food directly to busy mums' doors.
Yumi recently received 4.1 million US dollar funding to target the new millennial market of mothers.
STORYLINE:
Busy mothers with hetic schedules and endless tiredness, can cross one item off their to-do list... .pureeing baby food.
Yumi, is a fresh organic baby food delivery service of chef-prepared nutrient rich meals without preservatives, sugar and additives.
Based in Los Angeles it services California, Arizona, Nevada and Utah. There are even plans to go nationwide.
Lisa Lee, full-time working mum of seven month old Sydney and two and a half year old Paige has embraced the concept.
"It's difficult for me at times to go to the grocery store, to purchase food, and puree it myself, so it's great to have something that's delivered to your home, very convenient. It gives me extra time to spend with the my kids and I don't have to worry about introducing unhealthy food," says Lee.
Between 2010 and 2015, the baby food industry globally went from 36.7 billion U.S. Dollars to about 55 billion U.S. Dollars.
However 'traditional' baby food sales dropped because more mothers were making their meals at home, according to Euromonitor.
Yumi sources local organic farms in California for its single-ingredient purees, as well as signature blends in over 50 flavours, which include catchy hip names such a Blue Yamma and Mango Tango.
They're all made at a 20 thousand square foot facility in downtown LA.
It was founded by former private equity executive and former investment banker Angela Sutherland and former Wall Street Journal and New York Times reporter covering startups and innovation Evelyn Rusli.
"There hasn't really been changes in the baby food space for decades. When we came about we decided that we should disrupt this space. We should change the way that baby food is and change the way that people view baby food," says Sutherland.
"We raised capital from a large group of investors, including savvy angel investors who typically invest in consumer and tech, as well as big venture capital firms. We believe they invested in us because of the mission because we are taking a really holistic approach to feeding your babies," adds Rusli.
Sutherland says the company came about when she was pregnant and realised that the only options were to be pressured to meal plan and cook every serving from scratch or buy baby foods that were not fresh, or even if they were organic, they still had preservatives to give them shelf life.
She says the company worked with a team of dieticians, doctors and chefs to develop its recipes which follow the Food and Drug Administration's 2016 daily-intake recommendations for infants.
Sutherland and Rusli say all the products are certified organic by the U.S. Department of Agriculture and contain a mass variety of whole ingredients that are just too tough and time consuming for mothers to research and find today.
Cat Farber, is a working mother of two children including seven month old daughter Matilda.
"I'm a working mom so my hours are all over the place during the week," she says. "It's very hard to know which days I'm going to be able to get to the grocery store, buy the organic produce, get home, be able to puree it, able it with an expiration date and then have it ready for my babies so the thing love about this project is the convenience factor."
Lauren Cornell, is a registered dietician at Lauren Cornell Nutrition. She says that organic food contains fewers pesticides.
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