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Brand Aid

How building your brand and expanding your line can be the key to your success

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This story appears in the March 2005 issue of Entrepreneur. Subscribe »

The Entrepreneur: Missy Cohen-Fyffe, 43-year-old founder of Babe Ease LLC in Pelham, New Hampshire

Product Description: The Clean Shopper is a quilted cotton cover for shopping carts to prevent children from being exposed to disease-causing bacteria. The product features Velcro strips for the shopping cart's handle, two loops for attaching toys, and a strap to hold the baby safely in the cart. The Clean Diner is a similar product for restaurant highchairs. Both products are sold in 400 independent baby stores; several midsize baby store chains, including Learning Express; and some grocery stores, such as Whole Foods Market.

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