Erica Bethe Levin: Are We Failing Our Babies with Food?

Erica Bethe Levin is the founder and CEO of Globowl, a baby and toddler food company on a mission to challenge the broken American baby food system. In our conversation, Erica exposes the shocking reality: “60% of American baby food is unhealthy and doesn’t live up to basic standards.” But she’s not stopping there—she’s on a quest to reintroduce children to the vibrant, textured foods enjoyed by the rest of the world.

We explored how Globowl stands apart by rejecting “sanitized, mushy purees” and embracing real food. “Baby food doesn’t have to be dumbed down because babies aren’t dumb,” Erica explains. Globowl’s recipes are crafted to help kids develop their palate early, leveraging the “flavor window between 4 and 18 months” to set them up for a lifetime of adventurous eating. With dishes inspired by global cuisines like pad thai and tikka masala, Erica is giving babies a taste of the world—literally. And she's doing it in a way that honors health, with no added sugars, allergens included, and FDA-reviewed labels. “We have every single label reviewed by an FDA attorney. I want to be able to say that we have done everything right.”

Erica also discussed the deeper mission behind Globowl—helping families build a connection to food and culture. “We’re teaching kids about the world, tolerance, open-mindedness, and curiosity through what they eat.” But it’s not just about the food. Her business also promotes an active, engaged family life, whether it’s sitting down to dinner or cooking together in the kitchen. As she puts it, "We get to teach our kids about our cultures, like my aunt’s pesto from Italy or matzo balls for Hanukkah.”

Some key takeaways:

• Erica’s mission is to dismantle the misleading marketing of baby food, with companies selling sugar-laden pouches masquerading as healthy options. "Think about how many apples go into an applesauce pouch—it’s more than you could sit down and eat in one sitting."
• She highlights how stripping foods of natural allergens has made American babies “10 times more likely to have food allergies than anywhere else in the world.”
• With Globowl now available in over 450 stores, she’s already seeing major traction. The company has been featured in trade publications and earned recognition, including nominations for the Chicago Innovation Award and appearances on Gordon Ramsay’s Food Stars, where she made it to the final round.

In addition to her business insights, Erica shares her personal journey as a serial entrepreneur and mother, reflecting on the importance of balancing her health and family life. “As an entrepreneur, we have the tendency to be 100% absorbed in our business, but if you don’t have your own health—whether physical or mental—you don’t have the business.” Erica practices what she preaches, making family dinners a priority and incorporating meditation and gratitude into her daily routine.

From rethinking baby food to reimagining work-life balance, Erica Beth Levin offers invaluable insights for entrepreneurs, parents, and anyone interested in building a business that disrupts an entire industry while fostering family connection.