At its peak, White River made about $4 million in sales per year, Medo says. But a couple of years later, in 1984, she filled out forms from the Food and Drug Administration to reach a wider market and developed new models for her company, which would eventually be called White River Concepts. Eventually, she started providing them through local home health-care dealers and planned to keep her pump business as a side job. Some of her colleagues at the stock exchange saw her pumping in the bathroom and asked if they could have one too. Using parts from other medical products, she produced a pump that was only five pounds.
So she developed a flexible funnel to replace the hard appendage on her pump. In college, she had briefly been an art minor, and had learned to cast metal and different polymers.
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But her daily struggle with the breast pump made her start thinking about how to build a lighter one that could imitate a baby’s suck to stimulate milk production. Medo left college early to start a family, graduating years later (she would eventually have four children). She went on to sell crocheted purses, hiring classmates to make them, and earning enough to limit her waitressing hours and travel during a semester abroad. “You can buy little hair barrettes and paint them.” “I remember the example they gave: It doesn’t have to be a cure for cancer,” she says. One of the book’s main messages - that, even if you were working for a boss, you should try to build something of your own - hit home. She’d always had an entrepreneurial streak in her freshman year at the University of California at Irvine, she saw a flier on a kiosk for a book called “The Lazy Man’s Way to Riches” and ordered it.
Medo grew up in Garden Grove, Calif., the daughter of a machinist father and homemaker mother. “Many are aware of the aggressive way used legal action to silence her critics,” says breastfeeding advocate Jodine Chase.
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