Amanda Rowe, our 2020 AusMumpreneur WA-SA Product Innovation gold award winner, experienced carpal tunnel syndrome in both hands while breastfeeding. Unable to find a portable and practical pillow to suit her busy lifestyle, Amanda invented her own called Feeding Friend® – A unique self- inflating, wedge shaped portable nursing pillow. Feeding Friend® relieves arm, hand, neck, shoulders and back pain while cradling a baby during bottle or breastfeeding. Feeding Friend® is retailed globally across e-platforms and boutique stores.

When did you start your business?

Launched August 2016 at the PBC expo in Perth.

What was the inspiration behind starting this business?

The humble nursing pillow had not been revolutionised to cater to modern motherhood. I believe that women should be able to feed in comfort and with confidence, especially while outside of home.

What are you most excited about in your business?

About to launch into the New Zealand market!

What has been the most challenging thing about starting your business?

Keeping up with the legal costs associated with protecting my IP.

What advice would you give to other women thinking about starting a business?

Put your face in front of your brand from day 1.

Why did you enter the AusMumpreneur Awards?

I love the community of smart, ambitious, creative women who understand the challenges that come with being a mother and running a business.

What did you enjoy the most about being part of the awards?

Winning Gold in Product Innovation via a live zoom!

What surprised you most about the awards?

How Peace & Katy persevered during COVID to ensure the awards followed through!

How did the awards help you in your business?

Brand awareness and recognition.

What advice would you give to others mums thinking about entering the awards?

Do not compare yourself to other businesses. Join the Facebook community and celebrate each other but never lose sight of what you offer to your customers and of course back yourself!

What has been the best thing about starting your own business?

I am demonstrating to my daughter that she can be an inventor, a CEO and founder of her own company! I love knowing that I am teaching her that she can be anything she wants to be!

What’s happening next in your business?

Currently in discussion with a major retailer in Australia. Stay tuned!

What are your big plans for the future?

Expanding my company to employee team members.

To learn more about Feeding Friend®, please visit their website, Facebook, LinkedIn or Instagram.


Nominations open Monday 3 May 2021.

AusMumpreneur Awards Nights 8-10 September 2021

Conference and Awards Presentation 14-16 September 2021.

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