In a celebration of local entrepreneurship, Bismarck’s first Business Pitch Challenge awarded a $15,000 forgivable loan to Dr. Candice Crichlow‑Baker, the founder of Li & O Baby LLC. The company, created to address a personal need for a safer, thicker feeding solution for infants with reflux, now has the resources to broaden its product line and reach more families.
From Medical School to Marketplace
Dr. Crichlow‑Baker, a practicing physician and mother of two boys, recounted how her own son’s severe reflux inspired the development of a proprietary formula thickener. “Through med school it’s a lot of different things to take in, it’s very broad, you have to juggle many things at the same time, so you’re kind of trained to take on many different things all at once and it gives you a huge capacity to continue doing so throughout your career,” she explained.
Why the Pitch Challenge Matters
The Business Pitch Challenge, hosted by the City of Bismarck for the first time, aims to nurture home‑grown businesses that contribute to the local economy and create jobs. By offering a forgivable loan rather than a traditional grant, the city ensures that successful ventures repay the funds only if they generate sufficient revenue, protecting taxpayers while encouraging growth.
Judges praised Li & O Baby LLC for its practical, science‑driven approach to infant nutrition. The company’s flagship product—a thickening agent that can be mixed with breast milk or formula—addresses a gap in the market for parents seeking a gentle, effective solution without resorting to prescription medications.
Impact on the Community
Beyond the immediate financial boost, the award signals strong municipal support for family‑focused enterprises. Local families stand to benefit from a product developed by a fellow parent who understands the challenges of caring for infants with health concerns. Moreover, the company’s expansion plans include hiring additional staff, potentially creating new jobs for Bismarck residents.
City officials highlighted the challenge as part of a broader strategy to diversify Bismarck’s economy. “We want to empower entrepreneurs who are solving real problems for our community,” said a city spokesperson. “When a doctor‑mom creates a solution that helps other families, it’s a win for everyone.”
Looking Ahead
With the loan secured, Dr. Crichlow‑Baker intends to increase production capacity, improve packaging, and explore distribution partnerships beyond North Dakota. She also plans to launch educational outreach for parents, emphasizing the importance of evidence‑based infant care.
Li & O Baby LLC’s success story underscores the value of local government initiatives that pair financial assistance with mentorship. As Bismarck continues to foster a climate of innovation, other aspiring entrepreneurs can look to this example as proof that dedication, professional expertise, and community backing can turn a personal challenge into a thriving business.
Original reporting: KFYR-TV Bismarck (news) — read the source article.
