Following much publicity surrounding breastfeeding week (1st to 7th August) there has been heightened awareness into welcoming Mothers to breastfeed outdoors and also in trying to removed the self-consciousness and hesitation often experienced.
In fact, according to UNICEF, the UK has some of the lowest rates in the world. They and the NHS cite embarrassment at feeding in public as a major barrier to breastfeeding. Hence, many independent cafés across the country are now part of a ‘Breastfeed Here with Confidence’ scheme (www.breastfeedwithconfidence.org.uk) where retailers can display a ‘breastfeeding friendly badge’ in their window to show their support to Mums that they can breastfed in their cafes. The association organisers say, “We want to say a huge thank you to everyone who has been so supportive of the scheme, we’ve been overwhelmed by the positive response and passion to show support to breastfeeding mums. The ‘Breastfeed Here with Confidence’ scheme is so important not just for mums, but to let all customers and diners that walk through the door to know that it is a breastfeeding friendly space. The more women who feel able to breastfeed confidently in public, the more normal it will become.”
The scheme has been commended by leading breastfeeding specialist, trained nurse and midwife, Clare Byam-Cook. Author of the top breastfeeding guide ‘What to Expect When You’re Breastfeeding and What If You Can’t?’, Clare is a regular main speaker at The Baby Show and an expert on many sites including Annabel Karmel. Commenting on the launch of the latest scheme, Clare said: “It is well-documented that many mothers feel apprehensive about breastfeeding in public. I am delighted to support this initiative, which I hope will encourage more mothers to feel confident that, whenever they see this badge they can be assured that breastfeeding is encouraged and they will receive a warm welcome. I hope this idea takes off and that many businesses will display this badge.”
Good news also came from the US, following the announcement that it is now legal to breastfeed in public everywhere in the United States, following the passing of laws to legalise public breastfeeding in Idaho and Utah, where it previously was not.
In addition, Facebook also supported the week by giving temporary profile banners with the world breastfeeding week logo and dates! A move that has really helped families stand together and promote their feelings towards the importance of breastfeeding socially and the need for society to support it as much as possible.
This is a great time to offer breast feeding friendly products as Mums are encouraged to do so by the increased public awareness and also importance of breast milk. The award winning Breastvest is a great staple item of clothing that can help support her confidence and minimise self-consciousness as it turns every top into a breastfeeding top when worn underneath! The item is designed to scoop just below a well-fitted nursing bra, meaning that the bra is easily accessed, while mum’s post-natal tummy is covered. This product provides breastfeeding mums a layer of support, modesty and often confidence while feeding their babies in public. As Breastvest lets breastfeeding mums lift up their tops without exposing their stomachs, it means that they are not restricted to breastfeeding wear and can still wear their favourite clothes.
Baby Brands Direct is an exclusive distributor of breastvest to the independent trade. Retailers can be assured of the best trade price, quick pick and dispatch and award winning service.