Building a Breastfeeding Culture

Over the past 7 years US breastfeeding rates have stagnated in spite of advocates working hard to shift this trend. Unfortunately, they are outmatched and out spent by a very powerful infant formula industry. With a new approach, we’re fighting for a world where human milk is the norm, not the exception. For a world where every mother can breastfeed—empowered, supported, and protected. Our goal? To skyrocket infant, maternal, and societal health by smashing outdated cultural and systemic barriers to breastfeeding.

No one else is tackling the issues like we are.

Our revolution will:

Change FDA labelling to require the risks of formula to be clearly written on the packaging. And, shift all language from 'the benefits of breastfeeding' to 'the risks of formula'. The reason for this is threefold:
Studies show that more women want to breastfeed when choice is presented this way
Informed choice is choice. Without the risks being presented clearly, parents cannot make informed choices.
This language shift positions breastfeeding as the baseline for human health outcomes, rather than formula.

Campaign for the provision of unlimited breastfeeding support for every mother, every step of the way. The formula industry has erased generational knowledge of how to breastfeed. Mothers, sisters, aunts and grandmas used to have all the expertise needed to launch a new mother into breastfeeding success. Today, mothers need education and support to establish breastfeeding and help them over hurdles as their journey progresses.

Accurately calculate breastfeeding's huge economic benefits and savings and demonstrate how paid leave can be easily funded through reduced healthcare costs and higher future productivity for mother and child. The chart on the left approximates these numbers with best available data. The net present value (today's value) is enough to pay maternity leave and unlimited breastfeeding support. Breastfeeding is an economic powerhouse.

Sacred Beginnings

Breastfeeding is more than nutrition—it’s nature’s way of bonding mother and baby in the deepest, most profound way. It can be, and should be, one of the most life-affirming, magical experiences in a mother’s life. A source of calm, of peace, of connection—for both mother and baby.

Every mother deserves the chance to experience this sacred part of her biology, free from fear of failure, societal pressure, or job demands. On average, we only have two babies in our lifetime—as a wealthy, compassionate society, we can honor and protect this brief, powerful time so that each mother can feed her child for as long as she and her baby wish.

We want women to look back on their breastfeeding journey with joy, confidence, and pride—knowing they were supported, and provided the optimal food for their baby while protecting their health. These are the most tender, irreplaceable moments of early life.

We must protect this time—for mothers, for babies, and for society's future.

Mother AND baby suffer ill health from not breastfeeding. Formula increases the risk of acute and chronic disease for baby: respiratory, intestinal and ear infections, leukemia, SIDS, obesity, diabetes type 1&2, and auto immune conditions like asthma and eczema and even lower IQ. Insufficient breastfeeding duration increases mother's risk of breast cancer, uterine cancer, endometrial cancer, obesity, diabetes, cardio vascular disease, auto immune diseases like lupus and rheumatoid arthritis.

Initiatives

Let the FDA know that you want health risk warnings for mother and baby on formula packaging. Three separate Citizens Petitions have been filed with the FDA: 1 & 2 calling for the risks of acute and chronic conditions for mother and for baby to be listed on packaging and 3 calling for the risk of formula use being associated with reduced breastmilk production to be listed on packaging.

When we know better we do better. How can parents make an informed choice about how to nourish their baby when the risks of formula are hidden from them? Omission of material facts is illegal. The formula industry engages in deceptive trade practices by not listing the increased health risks to mother and baby from using their product as opposed to breastmilk. They also lie by omission by not informing mothers that the use of their product diminishes her milk supply.

To make this a reality, we need to gather support from politicians, scientists/doctors, mothers, breastfeeding advocates and influencers. Funds from generous donors fuel our campaign to advocate for significant mother and baby bonding, empowerment, and transformation. Please donate so parents can make choices with the information they deserve. Informed choice is choice.

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Breastfeeding Advocacy

Driving Policy Change

We liaise with politicians to educate them on the economic benefits of breastfeeding and to encourage them to institute breastfeeding protections and paid leave.

Marketing Transparency

Empowering Parents

Informed choice is choice. We advocate for clear health risk warnings on formula packaging. This provides clarity for parents on how they want to feed their baby. In addition, we call for comparisons to breastmilk to be removed from formula marketing.

Economic Impact

Financial Well-being

Our projects address the economic impacts of having time away from work to breastfeed as well as push for more breastfeeding friendly work and education options.

Breastfeeding saves lives. Please donate to give the gift of health to millions of mothers and babies. Your support helps create a world where breastfeeding is the norm and optimal health for mother and child is achievable.