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When the first wave of news about the potential danger that BPA posed to plastic baby bottles hit the media last summer,the three partners at Adiri thought they had lost a golden moment.
While their baby bottle was BPA free -- it was still in the last stages of the design process and not ready for consumers.
When The New York Times featured the company on the cover of its business section last November --- just several months after the product did hit the shelves--- the three women again thought they were doomed.
While the publicity was great they didn't have enough products to fill orders. On top of that, of the 10,000 products that had been shipped from their manufacturer, about 50% were flawed. A tough lesson that required changing the production to a laser drill to correct "flow issues" and implementing a tough quality assurance program to test for product problems before they are shipped.
When the business took off faster than the women anticipated, they didn't have cash flow to hire employees. With no admin assistance,the three partners Jennifer Morrill, the company's CEO , Beth Shvodian, Adiri President,and Sarah Eisner, vice president of marketing, have been doing everything themselves for the past two years.
"The timing of your call is interesting," Jennifer Morrill said during our phone conversation on Saturday, " this is the inflection point right now." 
Turns out last summer's interest in BPAs was just a warm-up to last month.
" We've hit the jackpot of media frenzy on BPA," said Sarah Eisner." The news about our BPA -free baby bottle is coming at the exact time when we are winning medical design awards--the product has won six awards including one from the UK which had 15,000 entries. They were in the top five. From BPAFreeKids
Adiri is indeed as close as it gets to Mother Nature. Moms all around are discovering how helpful this design is in transitioning their little ones from breast to bottle. Finally the ladies at Adiri are being recognized for what they have done.
Adiri has been recognized and awarded the Medical Design Excellence Award for 2008, and the Red Dot Design Award for 2008.
As the person in charge of marketing the product, Eisner, who blogged at Silicon Valley Moms and was a member of Maya's Mom(Adiri and Maya's mom were in the same office building until very recently) relied on the blogging community to kickstart her marketing efforts. Through her blogging Sarah met the woman who writes Celebrity-Baby. She gave this endorsement right before the product launched.
This week, Adiri is releasing their "must have" simple, soft and safe polycarbonate-free bottle. With an easy to use and dishwasher safe Fill Twist and Feed system, the only nipple truly shaped like a mother's breast, soft polycarbonate-free materials, a unique petal-shaped vent that helps reduce colic, and a hip couture look (the Nurser is even being featured in a design exhibition at the Museum for California Art in Pasadena), the Natural Nurser enables the ultimate bottlefeeding experience.
The Adiri Natural Nurser is dishwasher safe and comes in three stages and couture colors: white for newborn to 3 months; periwinkle blue for 3-6 months; and orange for 6 months+. The Nurser has a unique co-molded nipple and bottle body which allows for simple filling and feeding and requires no additional parts. No more lost nipple rings ! How's that for a hip bottle description?
That post was followed up by the news that Jennifer Lopez was an Adiri user.
In December, Jennifer Lopez went on a huge shopping spree for her upcoming new additions (rumor has it that she's expecting twins), at LA's Petit Tresor. She got doubles of a lot of items, like a few double strollers and including 10 Adiri™ Natural Nurser™ Ultimate Baby Bottles. After using the Adiri™ Natural Nursers the past few weeks, I can see why! I love these bottles because of the bottle's unique breast and nipple shape (especially perfect for a newborn), the bottles are polycarbonate-free and bisphenol-A free and best of all, my newborn Allegra
