National breastfeeding body applauds The Warehouse

MEDIA STATEMENT 15 February, 2017

National breastfeeding body applauds The Warehouse for staff-initiated policy

The Warehouse’s latest breastfeeding-friendly campaign is a significant step foward in promoting breastfeeding in public, the New Zealand Breastfeeding Alliance (NZBA) said today.

Customers shopping at The Warehouse are being welcomed to breastfeed anywhere in the store, with confirmation displayed on large posters. The initiative applies to stores throughout New Zealand.

While The Warehouse has always supported breastfeeding mums, this campaign reminds nursing women that they are welcome to do so anywhere in store and raises the topic so they feel comfortable to talk to The Warehouse team members.

“This is a big step towards normalising breastfeeding in New Zealand, and we applaud The Warehouse for supporting nursing mothers and treating them with respect,” says NZBA chair Debra Fenton.

“We hope other businesses and organisations follow suit.”

All women have the right to breastfeed in public under the Human Rights Act.

“However this does not mean that women are supported or feel comfortable doing so – in fact many mothers are ashamed and embarrased for fear of public scrutiny,” says Fenton.

“While there is growing awareness and acceptance in New Zealand, as demonstrated by The Warehouse, we still have a long way to go before breastfeeding becomes the cultural norm.”

By the numbers, New Zealand’s exclusive breastfeeding rates fall sharply from 82.8 percent while in hospital to a low 18 percent when babies are aged six months. Internationally, the average exclusive breastfeeding rate at six months is 38 percent.

New Zealand needs to more than double its current rate to achieve the WHO Millennium Development Goal of 50 percent of infants being exclusively breastfed at six months.

In other industrial nations, breastfeeding-friendly policies have led to significant improvements in rates and acceptance. In Norway for example, where 99 percent of new mothers initiate breastfeeding at the hospital and 80 percent continue for six months, breastfeeding is ingrained in the culture. Working mothers are permitted two hours off each day to breastfeed their baby at home or the office, and breastfeeding in public is not a taboo.

“A big part of the post-hospital breastfeeding decline in New Zealand is a direct result of women feeling alienated about breastfeeding in the workplace and public places,” says Fenton.

“As a society we need to ensure all women have access to ongoing support; that communities are consulted to establish the right facilities and services, and health workers are educated to understand cultural issues.”

-ENDS-

About the New Zealand Breastfeeding Alliance (NZBA)

• The New Zealand Breastfeeding Alliance (NZBA) implements and manages the UNICEF/WHO Baby Friendly Hospital Initiative (BFHI) with funding from the government.

• This programme was launched in 1991 to ensure that all maternity hospitals become centres of breastfeeding support. Since the BFHI began, more than 15,000 facilities in 134 countries have been awarded Baby-Friendly status.

• The NZBA is a coalition of 33 breastfeeding stakeholder organisations. Our role is to promote, protect and support breastfeeding in New Zealand. With our coalition partners we provide education and information for women and their families/whanau to help them understand the importance of breastfeeding their baby for as long as they can, if they are able to, because we know that is best for mother, baby and the health of our communities.

• Making the decision to breastfeed is a woman’s personal choice. Our job is to provide sound, consistent information on breastfeeding through statistics and research. Our mandate is to see breastfeeding become the cultural norm in New Zealand and this involves making sure families get good support and accurate information.

• It is the NZBA’s job to extend a conversation about the benefits of breastfeeding for the child, mother and society. We want New Zealanders to value and support the important role breastfeeding plays in our society.

To find out more visit: www.babyfriendly.org.nz

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