Jessica Whitmore is based in Brisbane and first became interested in infant feeding after becoming a mum herself and realising how overwhelming the choices can feel. Between GP advice, chemist shelves, brand claims, and late-night searches, she quickly learned that choosing baby formula is rarely as simple as picking the most familiar tin. Over the years, Jessica has spent time comparing baby formula options, reading ingredient panels, learning about feeding stages, and speaking with other parents about what worked for their bubs. She’s especially focused on practical, safe decision-making — understanding cow’s milk, goat’s milk, soy, organic options, and when parents should speak with a GP or child health nurse before switching. Through this site, Jessica writes to help Australian parents feel less pressured and more informed when comparing baby milk and formula products. Her aim is to keep the information clear, calm, and useful, so families can make feeding choices that suit their baby without getting buried in marketing noise.