Breastfeeding is really important to the health of both mother and baby, yet Thurrock has breastfeeding rates below the national average. While over half of all new mums here start breastfeeding, many quickly stop. This is often because they feel there is a lack of support, particularly when they want to feed their baby outside the home.

Every business knows the value of repeat customers and word-of-mouth. Mothers with small babies tend to be part of a range of informal networks, like postnatal support groups, local Family Hubs, mother and toddler groups and so on.

Breastfeeding mums who feel that they and their babies have been made welcome while they have a cup of coffee, a meal or go shopping, will come back to your business and will also tell their family and friends. Your customers will see your business as one that is interested in their health and welfare, not just their money.

All businesses that are part of the Breastfeeding welcome here scheme will be offered the opportunity to be listed on this page of our website, which we promote via our social media channels.  

If local businesses can make it clear that they are supportive of breastfeeding mothers, by displaying they have signed up to the Breastfeeding welcome here scheme, many new mums will be more confident about breastfeeding and will be likely to continue breastfeeding for longer. This will benefit both their health and their baby’s.

• Strengthens your customer service offer
• Can attract a new customer/client base
• Breastfeeding mothers are more likely to return to venues they feel comfortable in
• Visits from breastfeeding mothers are usually not at busy times, this could mean more custom during quiet times
• There is little or no cost to you - the most important thing to provide is a welcoming atmosphere
• Improves your business or organisation’s image and gives you free publicity
• Demonstrates that you are dedicated to making your customers happy
• Businesses that are identified as being Breastfeeding Welcome can choose to be listed on the Infant Feeding website

Any business which is open to the general public is eligible to join the scheme, for example coffee shops, restaurants, shops, supermarkets and hairdressers. In order to join, businesses must fulfil the criteria below:

• Breastfeeding will be supported in all areas open to the public
• A mother who is breastfeeding will not be asked to move or to stop breastfeeding
• All staff will be made aware of the Breastfeeding Welcome Here scheme, the commitment, the law on breastfeeding and how they can be supportive of the needs of breastfeeding mothers
• The Breastfeeding Welcome Here sticker will be prominently displayed in our window so that mothers know they are welcome to breastfeed

Joining the scheme is straightforward:

The owner/ senior member of your business should  complete the form below which will go straight to our Infant Feeding team.

Click the form below to complete:

Once you are accepted on to the scheme, the Thurrock Infant Feeding Team will send you a sticker to display in your business premises window, and a poster of your commitment, which can be displayed where staff can see it. You will also be sent a booklet about the scheme via email for you to share with your staff, so that they will have the opportunity to read about the reasons for the scheme, what the law says, and ways to help a breastfeeding mum feel welcome.

If you have any issues with the form, or any questions prior to completing the agreement, please email us InfantFeedingThurrock@nelft.nhs.uk

Once you are accepted onto the scheme, if the Thurrock Infant Feeding Team are made aware of situations where a breastfeeding mum has not been made to feel welcome, the business may be removed from the scheme and asked to take down their sticker and poster.

Staff awareness

To ensure your business has a consistent approach to supporting mums who breastfeed on your premises and that the criteria for joining the Breastfeeding welcome here scheme continue to be fulfilled, it is recommended that all your staff are made aware of your membership of the scheme and its criteria. One way can be giving them our booklet to read, or directing them to this page of our website.

Staff should be briefed about the scheme, including issues such as how to explain to members of the public, including breastfeeding mums, what the scheme is all about and why your business has joined, for example, the health benefits for babies and mums.

They should be aware that breastfeeding mums should not be asked to move to accommodate other customers.

How can you help breastfeeding mums feel welcome?

The most important thing is to have a positive attitude to breast feeding and support mothers in their decision to breastfeed at your business.

Remember that no mother should ever be made to feel uncomfortable about breastfeeding in public and a mother should never be expected to feed in a toilet, changing room or asked to stop feeding and move somewhere else. 

Mothers don’t always know when their baby will need to be fed and they will often be out and about when their baby gets hungry.

This might be the first time a mother has felt brave enough to breastfeed in public and the support she gets today might help her feel more confident next time.

Mothers may feel thirsty when breastfeeding so offering a glass of water may be appreciated.

You don't need to provide nappy-changing facilities, but telling mothers where the nearest place to do this is will be helpful.

What the law says about breastfeeding in public

By law women have a right to breastfeed in any public place. The Equality Act 2010 says that it is against the law to treat a woman unfavourably because she is breastfeeding. This covers any business or organisation that provides services to the public. It applies to any staff and customers of that business or organisation.

Breastfeeding has really important health benefits for babies and mums.

Breastfeeding helps protect babies from:

• severe diarrhoea and vomiting
• chest infections or ear infections, coughs and colds
• eczema and asthma
• sudden unexplained death of an infant (SUDI) sometimes called cot death
• becoming overweight
• diabetes

Breastfeeding helps protect mums from:

• ovarian and breast cancer
• the risk of obesity and cardiovascular disease
• osteoporosis which is a condition that affects bone strength

The longer a baby is breastfed, the stronger the protection against illness for both mother and baby. It is recommended that babies are breastfed for the first six months and then start solid foods at around six months with breastfeeding continuing until the age or a year or more.

Isn't formula milk the same?

Infant formula cannot exactly replicate breast milk, it does not contain the ingredients that help protect babies from infection and disease.

Although we promote breastfeeding, if a mother does choose to feed her baby formula milk there is support available in Thurrock to ensure best practice is followed. Further information on all types of infant feeding is available from our Infant Feeding website