Written by Scott Oakley – Beth Benike, founder of Busy Baby, a veteran-owned and family-run startup in Oronoco, Minnesota, found her route to entrepreneurship whilst on maternity leave caring for an exceptionally busy baby. “I invented a baby product after I had a baby. It’s really that simple,” Beth explained. “There wasn’t anything that would both be a clean place for food and keep toys from hitting the ground, so I cut and glued some things together.” Following calls from friends to make more, she started the business eight years ago, with just an idea and determination to get it to market
Launched in 2019, Busy Baby now offers six patented, interchangeable, FDA-grade silicone products, including placemats, tether systems and utensils. The brand gained national recognition after Beth appeared on Shark Tank, turning down offers and instead bringing in her brother as co-founder to scale operations. Following strong sales, the company celebrated major milestones in late 2024 and early 2025: securing U.S. distribution through Walmart and Target.
Then, Liberation Day tariff increases derailed all of Beth’s plans. Abrupt changes left shipments stranded, caused weeks-long stockouts, and drained operating cash. A 30 percent tariff on one shipment alone brought a $35,000 bill. A GoFundMe became necessary to stay afloat, but the business was left in a much weaker position.
Like many small U.S. brands that manufacture overseas, Busy Baby has explored reshoring. But American manufacturing wasn’t viable due to high costs, large minimum order requirements and tariffs on raw materials. “It’s not just the cost of labor. It’s the cost of insurance. It’s the cost of property taxes and all of the regulations,” Beth explained.
Beth is committed to not passing costs to parents: “Our customers are new parents, already facing so many expenses.” Baby List has tracked a 17 percent increase in overall baby product prices since March 2025. Beth noted that car seats are up $40, strollers $100, and cribs $50 since Liberation Day — tariffs, she says, are now a “tax on new parents.”
Busy Baby’s future may now lie abroad. With only four employees, the company is accelerating international sales, potentially with no product entering the U.S.. A South Korean distributor launches within weeks, and Beth will appear at a major European baby expo in September. “We could probably limp through this in America if we generate enough income from foreign markets,” Beth said, “but we’re trying to expand our business.”
Despite the hardship, the team has adapted. New packaging innovations have made products more compact and eco-friendly, while boosting margins. The founder is also exploring third-party logistics services to diversify income streams during this uncertain period.
Busy Baby is leaning into creativity, resilience, and global growth to weather the storm. Beth hopes the U.S. market will become viable once again so she can support even more new parents.