Our Manifesto

We believe in a women’s right to choose what is best for her and her babies, including her choices around pregnancy, birth, and baby feeding.

We believe in unconditional positive regard for patients, including listening, never gaslighting, and providing evidence based education to meet parents where they are at.

We believe that access to care should be universal for all families, regardless of their employment status, insurance provider, hometown, socioeconomic status, or cultural belief.

We believe that it is not the job of a lactation consultant to project dogma on a mother, but to listen, understand, encourage, and provide medical expertise in the field of lactation and infant feeding, which can and should include methods of feeding not limited to exclusively breast milk.

We believe in improving clinical outcomes in perinatal health by approaching the dyad holistically, knowing that mother’s health and baby’s health are intertwined, as is mom’s mental and physical health.

We believe in partnering within a fragmented ecosystem to share information and opportunities to work together to better serve our patients.

We believe that providers must meet parents where they are at, both logistically via telehealth, and with unconditional positive regard that they are making the best decisions for the health and well being of their family within the circumstances they present.

We believe that without systemic change, including knocking down the maternal wall with paid leave, affordable childcare, proper breastfeeding protections, and autonomy over healthcare decisions, women will continue to carry the burden economically, physically, and mentally.

We believe that how a parent chooses to feed their infant is a profoundly personal decision, made based on a tremendous amount of competing factors, and that it is the job of SimpliFed to support parents with objective evidence and education to ensure informed consent along the way.

We believe that you’ve got this.
We hear you, and we’re here for you.

The SimpliFed Commitment

We believe that how a parent chooses to feed their infant is a profoundly personal decision, made based on a tremendous amount of competing factors, and that it is the job of SimpliFed to support parents with objective evidence and education to ensure informed consent along the way.


SimpliFed is a virtual breastfeeding and baby feeding support company that serves families across the United States. We provide access to judgment-free, evidence-based baby feeding services and products, centered on families and their feeding needs and goals. SimpliFed gives parents the tools they need to navigate baby feeding questions, concerns and obstacles, starting in pregnancy and throughout the baby feeding journey. 

SimpliFed’s certified baby feeding experts provide patients with personalized, empathetic, clinical-based care to reach their baby feeding goals. Whether they are breastfeeding, pumping, using donor milk, formula, or combination feeding, they approach patients with unconditional positive regard and leave each appointment with parents feeling better about how they feed their baby. 

Three out of four SimpliFed patients bottle feed at some point with expressed breast milk, donor milk, or infant formula. In order for SimpliFed to provide families with the tools they need to have a healthy baby and a positive feeding experience, we also offer access to reliable breast pumps and organic infant formula, for those that need or want it.  

While this seems like a logical care experience, not to mention, the very essence of basic human sustenance, it is somewhat revolutionary in the world of baby feeding support. It has been highly debated amongst some whether “breast is best,” or “fed is best,” leaving parents, mothers in particular, to feel immense amounts of guilt and pressure to breastfeed at all costs, even at the expense of their mental health and wellbeing. 

The reality is that 75% of all parents supplement and only one in four parents meet the recommended six-month exclusive breastfeeding guideline, let alone the recommendation for at least some breastfeeding for two years (CDC). We believe that by providing patients with judgment-free support and allowing them to make informed choices, they are more likely to have positive baby feeding experiences and healthy babies. In fact, 87% of our patients continue to feed their babies with breastmilk at three months, compared to the national average of 69% (CDC).

In 1981, the World Health Organization in concert with the United Nations Children’s Fund (UNICEF), published the International Code of Marketing of Breast-milk Substitutes, or the “WHO Code.” The purpose of the WHO Code was to, “contribute to the provision of safe and adequate nutrition for infants, by the protection and promotion of breast-feeding, and by ensuring the proper use of breast-milk substitutes, when these are necessary, on the basis of adequate information and through appropriate marketing and distribution.” 

It should be noted that SimpliFed aligns with the majority of the WHO’s statements and the Code itself. For example, we ardently believe that every child and woman has a right to be adequately nourished; women’s health is health; breastfeeding is good for moms and babies; there is a legitimate market for infant formula; it is important for infants to have appropriate complementary foods; and it is the government’s role to develop social support systems to protect and facilitate breastfeeding. However, the Code has not been updated in over a generation. In the last 40+ years, more women have entered the workforce while paid parental leave is virtually non-existent in the U.S. The United States and Papua New Guinea are practically the only countries without guaranteed paid maternity leave. And it was only in late 2022, 45 years after the World Health Assembly recommended that Member States take “legislative and social action to facilitate breast-feeding by working mothers,” when the PUMP Act passed, giving salaried employees with a need to express breastmilk legal workplace protections and requirements for employers to provide accommodations for them. Electric breast pumps were not even introduced until a decade after the Code was written, and have greatly improved mothers’ ability to continue breastfeeding, albeit not without a cost. Yet, staunch followers would say that any promotion, or imagery even, of bottles, pumps or nipples, is in violation of the Code. 

So here we are, in 2023, and it shouldn't be controversial to provide parents with baby feeding services that range from breastfeeding support to the proper use of formula and anything in between. It should not be shocking that a baby feeding organization would also provide their patients with access to breast pumps or FDA-approved infant formula. But it is, to some. And that’s okay. In the following pages, we outline SimpliFed’s commitment to parents, to support them the best we can, without judgment, with unconditional positive regard, with evidence-based clinical practices, so that they can all feel good about how they feed their babies. 


We believe in women’s right to choose what is best for them and their babies.

We believe breastfeeding and baby feeding should be a judgment-free experience.

We believe our care team must meet families where they are at. This means meeting them at home with telehealth. It also means showing them unconditional positive regard and trusting they are making the best decisions for the health and wellbeing of their family.

We believe access to care should be universal for all families.

We believe it is SimpliFed’s job to listen, understand, encourage, and provide evidence-based medical care centered on what is best for families. This means an inclusive  approach to lactation and breastfeeding, including: pumping and supplementing with expressed milk, donor milk or formula, as clinically appropriate and aligned with parents’ feeding goals and baby’s health.

We believe formula is a safe, highly regulated tool to support parents’ baby feeding goals when wanted or needed. 

We believe in caring for both the birthing parent and infant to improve health outcomes for parent and baby.

We believe a birthing parent’s physical and emotional health are equally important. Parents deserve to feel good about how they feed their baby, for their physical and mental health.

We believe in enabling close partnerships across communities and healthcare systems to better serve our patients.

Article 1: Aim of SimpliFed’s Commitment

The aim of this Commitment is to contribute to the provision of safe and adequate nutrition for infants, by the protection and promotion of breastfeeding and breastmilk use, while honoring parental choices and maternal mental health, and by ensuring the proper use of formula, when needed or wanted, on the basis of evidence-based information and through ethical marketing and distribution.

Article 2: Scope of the SimpliFed Commitment

The Commitment applies to SimpliFed’s pledge to parents, providers, payers and patients related to the provision of inclusive baby feeding support and the promotion, marketing and distribution of infant formula.

Article 3: Definitions

“Baby feeding” means how a caregiver feeds an infant and could include breastfeeding, bottle feeding, or both. 

“Bottle feeding” means feeding an infant from a bottle, whether that is expressed breast milk, donor milk or infant formula.

“Breast pump” means a medical device used for the extraction of breastmilk. 

“Combination feeding” means feeding an infant both breastmilk and infant formula.

“Infant formula” means a food which purports to be or is represented for special dietary use solely as a food for infants by reason of its simulation of human milk or its suitability as a complete or partial substitute for human milk (21 CFR 106.3).

“Informed choice” means when a parent or family understands the baby feeding options available to them, including the benefits and risks of their decisions. SimpliFed believes that is the right of parents to make their own decisions about how to nourish their baby based on clinically-informed evidence and personal needs, goals, health and safety. 

“Patient-centered care” means the family’s needs take precedence over dogma, and the holistic wellness of a family is considered when developing a care plan.

“SimpliFed provider” means certified baby feeding experts that provide evidence-based, judgment-free, inclusive and patient-centered baby feeding support to patients. 

“Unconditional positive regard” means an attitude of caring, acceptance, and support of others regardless of their behavior or choices. At SimpliFed, this means understanding that parents are doing the very best they can, respecting their baby feeding decisions and providing them with the tools they need to nourish their baby and feel good about their choices. 

Article 4: Information and education

4.1 SimpliFed pledges to ensure that it will provide objective and personalized information on infant feeding for use by SimpliFed providers and distributed to families, partner organizations, community providers and healthcare systems. 

4.2 Informational and educational materials, whether written, audio, or visual, dealing with the feeding of infants and intended to reach expecting parents and parents of infants and young children, will include clear and evidence-based information on the proper use of baby feeding tools and infant formula while evolving to include the most modern and accessible best practices.

Article 5: The general public and mothers

5.1 SimpliFed pledges to provide clear, accurate and evidence-based information and tools to support patients throughout their baby feeding journey. 

5.2 SimpliFed will listen and honor the baby feeding choices of the parents and families they serve. 

5.3 SimpliFed will work to improve access to lactation support services mandated by the Affordable Care Act.

5.4 SimpliFed will give parents the tools to advocate for themselves, their families and their right to lactation support services. 

5.5 SimpliFed will protect patients’ rights to privacy and will do so in accordance with applicable laws and regulations.

Article 6: Healthcare systems

6.1 SimpliFed will work with healthcare systems and providers to promote patient-centered care and informed choice among parents when it comes to baby feeding decisions. 

6.2 SimpliFed will partner with healthcare systems, providers and community organizations to improve patient access to evidence-based baby feeding support and supplies. 

Article 7: Health workers

7.1 Information provided by SimpliFed to health professionals regarding its products and services will be factual and will not imply or create a belief that one type of baby feeding is superior to another.

Article 8: SimpliFed providers

8.1 SimpliFed providers are certified in lactation and baby feeding support and practice with unconditional positive regard for patients seeking baby feeding services. 

8.2 SimpliFed and its providers will encourage breastfeeding for those who wish to breastfeed and honor the choices of those who do not. All patients will be provided with evidence-based clinical care in the baby feeding methods of their choice. 

8.3 SimpliFed providers will provide parents who wish to use infant formula on their baby feeding journey with information and education on the proper preparation and use of formula. 

8.4 SimpliFed providers will not sell or promote formula.

Article 9: Quality

9.1 Formula is a safe, highly-regulated tool to support parents’ baby feeding goals in a society with significant systemic barriers to lactation and baby feeding support and success. The quality of infant formula is an essential element for the protection of the health of infants and therefore should be of the highest standard.  

9.2 SimpliFed will only distribute FDA-authorized, formula from manufacturers that stand behind the safety and quality of their products.

Article 10: Implementation and monitoring

10.1 Governments should lay the social and legislative framework, including the adoption, implementation, regulation and oversight of policies and laws that support parents, infants and families in providing proper education and support related to baby feeding. Such policies include paid parental leave, accommodations and protections for lactating parents, enforcement of mandated lactation support services and supplies by state Medicaid programs and managed care organizations, recognition of lactation consultation as a clinical speciality, and appropriate reimbursement for baby feeding support services. 

10.2 SimpliFed will continue to advocate on behalf of women, infants and families, the baby feeding experts that serve them, and every parents’ right to feel good about how they feed their baby.

Article 11: Baby feeding is a journey

11.1 We understand that baby feeding is a journey shaped by parents, families, friends, providers, payers, health systems, employers, governments and communities. 

11.2 Baby feeding will continue to evolve as it is influenced by medical, societal and regulatory shifts. We give ourselves permission to grow and change with it in order to realize our vision that every parent feels good about how they feed their baby.

How do we ensure SimpliFed providers are centering care on families' baby feeding choices?

SimpliFed IBCLC providers will never be asked to sell or promote formula so that they may remain compliant with WHO code.

According to their clinical competencies, they will work with you without judgment on safe preparation and use of formula and refer you to your pediatrician if you have questions on specific brands.