The Natural Baby Company to Debut First GroVia Cloth Trainers and Launch Safe Sleep Partnership at ABC Kids Expo

BOZEMAN, Mont., Sept. 20, 2011 /PRNewswire/ -- The Natural Baby Company, 2011 Inc. 500 List honoree, purveyor of natural baby care products and parent company to leading modern cloth and natural diaper brand, GroVia, has announced today new products that will debut at the upcoming ABC Kids Expo in Louisville, Kentucky on September 23rd through September 26th 2011. The Natural Baby Company will give attendees a first look at new GroVia products including its first cloth trainer – the My Choice™ Trainer, as well as fresh cloth diaper colors for fall, and the Curious About Cloth bundle, a kit for parents looking for a simple introduction to cloth diapering. The company will also introduce an exciting new partnership between in-house brand Hevea and "Sleep In Safety, Grow In Style", a campaign of the CJ Foundation for SIDS, the largest non-governmental funder of SIDS research projects, organizations, support programs and public education/awareness campaigns.

Hevea, the Danish designed line of modern pacifiers, teethers and bath toys is proud to announce its partnership with Sleep In Safety, Grow In Style at this year's ABC Expo. The National Institute of Health reports that Sudden Infant Death Syndrome (SIDS) is the leading cause of death among infants aged one month to one year, with a staggering 87% of SIDS related deaths occurring in unsafe sleep environments. As part of this new partnership, Hevea is donating $1 from every U.S. pacifier sale to CJ Foundation for SIDS in support of the non-profit's programs and to help raise awareness for this silent epidemic. Hevea and Sleep In Safety, Grow In Style will kick-off the partnership during the ABC Kids Expo, where the companies are inviting attendees to visit booth #3929 on Sunday, September 25th 10am-1pm, to speak with SIDS experts, learn how to create a safe sleeping environment for baby, and find out how to help raise awareness for SIDS prevention. With October standing as SIDS Awareness Month, Hevea is proud to take a stand in support of new parents, and parents whom SIDS has affected. For more information about Sleep In Safety, Grow In Style and Hevea's mission for all babies to sleep safe, visit www.heveababyusa.com/sidshevea.html.

"The CJ Foundation is thrilled to be partnering with Hevea on our Sleep In Safety, Grow In Style campaign. Since pacifier use has been shown to reduce the risk of SIDS deaths, we believe Hevea is the ideal brand to work with," said Linda McNeil Tantawi, Executive Director, CJ Foundation for SIDS. "The Sleep In Safety, Grow in Style campaign was started to provide new parents with safe and stylish choices for their baby's nursery, and we suggest parents use Hevea pacifiers because they reduce the risk for SIDS, are natural and chemical free."

In addition to Hevea's partnership, The Natural Baby Company's first in-house brand, GroVia, will debut the My Choice™ Trainer, a pull up diaper catering to potty training toddlers. The unique pull up design features interchangeable Side-Flex™ panels available in an assortment of colors, giving choosy toddlers the ability to mix and match colors and create their own 'big kid' look. Along with the trainer, GroVia will introduce a new starter kit, the Curious About Cloth bundle. One kit, same great change, the Curious About Cloth bundle is perfect for parents who are ready to explore a healthy, eco-friendly alternative to regular disposables. To round out the new product line-up, GroVia will debut two new colors to its existing line of Hybrid and All-in-One Diapers: Surf (turquoise) and Cloud (slate grey). GroVia's three unique diapering systems offer a diaper for every family; from the All-In-One for cloth devotees, to the Hybrid-cloth pair for parents on the go, down to the BioDiaper – a natural, biodegradable disposable option.

ABC Kids Expo attendees can find The Natural Baby Company, Hevea and GroVia, and executives from CJ Foundation for SIDS at booth #3929. For more information on GroVia, please visit www.Gro-Via.com. For more information about The Natural Baby Company, visit www.TheNaturalBabyCo.com.

About GroVia
GroVia's mission is to simplify the way parents nurture baby, naturally. The company is dedicated to creating the ultimate in cloth diapering and natural baby products. Each product is designed out of necessity and innovation. Buying from GroVia means you are purchasing well made, natural and often organic products that have been tested and proven in the marketplace.

About Hevea

More than just a pacifier, it's a promise to future generations. Here at Hevea, we have high standards. By creating our products with natural resources from the earth, parents know that using Hevea means soothing baby the safe and gentle way. With ergonomically designed products developed from years of testing and research, using Hevea means less interference with baby's natural development. Top of the line, better for baby, and environmentally responsible, Hevea products are comforting children across the globe without disrupting Mother Earth. The Natural Baby Company is the sole US distributor of all Hevea baby products.

About CJ Foundation for SIDS

Recognized as one of the largest, leading SIDS organizations in the country, the CJ Foundation was founded in 1994 by Joel and Susan Hollander in memory of their daughter, Carly Jenna, who died from SIDS in 1993. Since its inception, the CJ Foundation has provided millions of dollars towards SIDS research projects, organizations, support programs and public education and awareness campaigns throughout the nation, making tremendous strides in its fight to eliminate SIDS. The mission of CJ Foundation for SIDS is to reduce the risk of future infant deaths, support families who have suffered a loss, and fund medical research so that no new families have to endure the pain of losing an infant.

SOURCE GroVia