I started Babymama in 2009 when I resigned after 10 years of corporate work. Shortly before I resigned,

I got pregnant with my second child while still pumping at work for my first baby.

My breast pump was my best friend at that time. But I had to ask an uncle from the USA to buy

the pump abroad because the top branded pumps available locally were too expensive (above

P25,000). The other pumps available at the mall at below P10,000 prices had horrible reviews (painful, ineffective or both).

I saw the need for effective breast pumps at prices that made sense for the average working mother or the Filipino family. I sourced for Korean made breast pumps and had nursing friends try the breast pumps for 1-2 weeks at a time. When my first ever tester wanted to buy her demo unit, I knew I was on to something big.

I decided to sell directly through the website rather than distribute through department stores to keep prices low and affordable. Distributing through malls will mean marking up the price from anywhere between 30-50% and this would make the products out of reach again to the working mom.

So I focused on building the Babymama brand as a trusted brand for moms by providing sincere and professional customer service. At the same time, this was supported by developing the online platform for true e-commerce capabilities, expanding the product line to include other breastfeeding accessories and developing good relationships with suppliers.

Babymama is now the exclusive distributor of Spectra (Korea) and Ameda (USA) breastfeeding products in the Philippines as well as the Simple Wishes hands free bra. 2014 is a banner year for Babymama as we move to a new office and expanded the team to better focus on growing the business and serving more moms in support of breastfeeding.

Profile of Management

Michelle Ann Oblea General Manager / Owner 10 years of marketing background in Home Cable, SKYCable, Smart Communications and Citibank with the last 5 years in growing the online banking business. Career highlights include product launches of Smart Infinity and Citibank Online.


Sterifeed has more than 20 years experience in infection control systems for hospitals, with systems installed world-wide. Sterifeed is a research and development based company using innovative technology for equipment and the latest materials and designs for consumables.

David Colgate has been involved in the production of disposable feeding bottles since 1970 and first coined the expression EBM ( Expressed Breast Milk) EBM bottles have run the journey of continued improvement with the introduction of pasteurization equipment in 1979.

The Sterifeed product range represents the ultimate technology for the feeding of breast milk to pre-term infants from a donor mother or non related donor.

Sterifeed products are used by donor milk banks and hospitals, with 20 worldwide distributors, and over 200 pasteurisers installed in 30 different countries.

In 2006 we moved to our new purpose built factory at Kentisbeare, Devon. A base in the country with no pollution and good access to the M5 Motorway. The new factory also houses our world wide Distribution Centre.

Our new customer training centre offers intensive training facilities where our distributors can gain invaluable technical training from our engineers who build the equipment.