As part of world breastfeeding week, which took place on the 1 to 7 August this year, we celebrated one year since the launch of our #FreetoFeed campaign. FreeToFeed is a Bedfordshire wide campaign that aims to normalise breastfeeding in public and help mothers feel supported when out and about.

In the last year 122 businesses across Bedfordshire, including The Mall shopping centre, Luton airport, Luton Town Football Club and Whipsnade Zoo, have supported #Freetofeed , displaying welcome stickers at their venues and committing to making their venues breastfeeding friendly. The full list of businesses is available here:

The breastfeeding Hub App is available to download free and provides information and support on breastfeeding including a map of breastfeeding friendly places in the local area. Mothers can rate and review places to help other mothers know what to expect.

The first birthday of #Freetofeed was marked with another video, bringing together mums who have supported our campaign talking about their breastfeeding journeys. The video is available here:

We would like to thank all of the mothers and businesses that have supported the campaign over the last year.

Covid 19 has posed a huge challenge to our services and the support that mothers receive; despite this, our breastfeeding rates have shown a sustained increase with 66% of mother’s breastfeeding at 6-8 weeks. This is significantly higher than the national average, which is below 50%. A huge thank you to all of the staff that have continued to support mothers with breastfeeding throughout lockdown. Lockdown has allowed mothers the time to establish breastfeeding in the comfort of their home and has highlighted the need for the campaign to ensure mothers continue to feel Free to feed anytime and anywhere.

Please continue to promote #FreeToFeed. For more information contact or visit

Published On: August 26th, 2020 / Categories: News /

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