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The From Wondery, I'm David Brown, and this is Business Wars Daily on this March 31st.

Happy Friday, everybody.

Anyone in the throes of raising children knows you have to make a million little decisions every day.

And some of those decisions made over and over again over time really add up, like what to feed your little one.

Dive into the baby food industry, specifically the organic baby food industry,

and you'll likely be inundated with hundreds of options, from pureed pouches to packaged puffs to pre-plated microwavable meals.

The baby food industry is expansive and growing. In 2021, the global organic baby food market was

valued at $3.6 billion. That's expected to more than double by

2030. That's a lot of sweet potato purees. And the way parents buy baby food is changing. In the

grocery store, most baby food packaging is garishly colorful and complete with images like

teddy bears and ducklings. That's to draw in little eyes

...