Breastfeeding Welcome Here, Everywhere

Monday, 2 August 2010, 10:36 am
Press Release: Waikato District Health Board

Breastfeeding Welcome Here, Everywhere

Mothers should feel free to breastfeed their babies, whenever and wherever they need to according to a local advocacy group.

That is the message more than 100 Hamilton retailers will be sending their customers this month with the rollout of a breastfeeding toolkit.

The Breastfeeding Advocacy Coalition of Kirikiriroa (BACK) toolkit supports retailers to support customers wanting to breastfeed on their premises.

BACK, made up of representatives from across the Waikato health and social service sectors, originally promoted this concept five years ago but since then many businesses have changed ownership so a re-launch and further promotion is now underway.

Each retailer will receive “breastfeeding welcome here” stickers, posters and an information booklet about how to support breastfeeding in public places.

Waikato DHB Healthy Eating Healthy Action (HEHA) breastfeeding project manager Jo Cottrell said the toolkit will help making the healthy choice an easy choice for mothers.

“Successful breastfeeding requires the right support, and that means support after birth, support at home and support in public places.

“Breastfeeding is natural and normal, but it can be challenging so this support plays a vital role in the mother’s success,” she said.

By signing up to the toolkit, retailers agree that:
All mothers who wish to breastfeed on their premises are welcome to do so.
Staff of the establishment will support a mother’s right to feed her baby when her baby needs feeding while on these premises
All new staff will be informed of the breastfeeding policy
If a member of the public objects to a mother breastfeeding, the complainant will be politely advised of the breastfeeding policy.

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Graham MacFarlane, owner and manager of Hamilton’s The Verandah cafe and function centre is welcoming the toolkit.

"It will help us ensure customers feel comfortable in our environment. As a family business, it is what the place was intended for."

Ms Cottrell said the information provided will support owners and managers to encourage women to feel comfortable enough to breastfeed when and where their baby needs.

“This includes ideas for furniture layout, display of sticker and posters to show customers their commitment and also information that will assist these retailers to support any of their own employees with breastfeeding on their return to work.”

The booklet also provides advice on how to manage other customer’s concerns.

Waikato DHB supports fully breastfeeding infants for at least six months in order to give their child the best start to life.

Breastfed babies are less likely to have tummy upsets, respiratory and ear infections and it is also proven to help reduce the risk of obesity, diabetes and cardiovascular disease in later life.

Women who breastfeed are less likely to suffer from post partum haemorrhaging and breast and ovarian cancers.

It may also help with losing the weight gained during pregnancy.

In New Zealand, the number of breastfed infants is low at six weeks of age, especially among Maori and Pacific women.

Raising these statistics is a priority for Waikato DHB’s HEHA programme.

The “Breastfeeding Welcome Here” toolkit re-launch coincides with this year’s annual World Breastfeeding Week, 1-7 August.

Waikato DHB is getting behind the awareness week with a series of staff presentations, free breastfeeding bibs and additional information for new mothers who give birth in a Waikato birthing facility.

The embroidered bibs have a cartoon baby with milk on his upper lip and the words ‘my breast friends’.

Birthing facilities that are offering free bibs for World Breastfeeding Week are:
Waikato Hospital
Thames Maternity
Matariki Maternity
Te Kuiti Maternity
Tokoroa Maternity
Rhoda Read Maternity
Taumarunui Maternity
Huntly Birthcare
Pohlen Hospital
Waihi Hospital
Waterford Birth Centre
River Ridge East Birth Centre

The annual great latch-on is also being held in various locations throughout the Waikato on Friday (6 August), visit www.waikatodhb.govt.nz for more information.

ENDS

Waikato District Health Board

Healthy People. Excellent Care

Waikato District Health Board (DHB) employs over 6500 people and plans, funds and provides hospital and health services to more than 391,770 people in a region covering eight per cent of New Zealand.