Blaenau Gwent County Borough Council is proud to announce that it has become the first Gwent County to launch the ‘Breastfeeding Welcome’ scheme, rolling it out across all eight Flying Start hubs and Blaina Integrated Children’s Centre. This is the first step in a wider initiative that will see several local businesses also sign up to support breastfeeding mothers.
The Gwent Breastfeeding Welcome Scheme is a joint partnership between Aneurin Bevan University Health Board and the five localities of Gwent. Its aim is to promote, protect, and support parents' rights to breastfeed in public spaces, helping to normalize breastfeeding and increase its acceptability within the community.
With the help of a dedicated Breastfeeding Welcome Lead, local businesses can become accredited members of the scheme, marking their premises as welcoming and breastfeeding-friendly establishments. To sign up, businesses are required to complete a short questionnaire and pledge to support the following four-point Gwent Breastfeeding Welcome Policy:
- We welcome and support breastfeeding anywhere within the public areas of this building.
- We provide helpful and friendly staff who understand the needs of breastfeeding mothers and their babies.
- If possible, we will provide comfortable, appropriate facilities for breastfeeding mothers.
- All public areas are NON-SMOKING areas.
In addition, reviews will take place at the 3-month mark and annually thereafter to ensure the scheme’s success and ongoing commitment.
By participating, businesses help create an environment where breastfeeding mothers feel safe, supported, and welcome. This initiative is a crucial step in ensuring that Blaenau Gwent becomes a place where all parents can confidently breastfeed their children in public spaces.
Carla Baldwin, Health Visitor and Infant Feeding Lead for Aneurin Bevan University Health Board, says:
“The purpose of the ‘Breastfeeding Welcome’ scheme is to empower parents to feel supported and confident in breastfeeding their baby in their local community. We aim to partner with local businesses and community venues to offer a friendly, welcoming environment for breastfeeding parents. By embedding this scheme into our communities, we help normalize breastfeeding and support parents to breastfeed for longer, improving health outcomes for both mother and child.”
Paula Adams, Flying Start Childcare Lead and mum of a 17-year-old son, shares her personal experience, saying:
“I fully support the programme because when my son was born prematurely, I didn’t get enough support from healthcare staff, and breastfeeding didn’t work for us, leaving me disappointed. This experience has made me passionate about supporting mothers today, as breastfeeding is such a natural way to feed a baby. Being part of this scheme helps mothers who may struggle and provides a safe, welcoming space for them.”
Cllr Helen Cunningham, Deputy Leader and breastfeeding mother, says:
“It’s wonderful to see feeding mothers of Blaenau Gwent supported by their local business community. The council, along with our health partners, recognizes the importance of providing a comfortable and welcoming environment for breastfeeding mothers in their daily lives. Seeing mothers and babies in a friendly environment at Blaina ICC is a testament to the positive impact of this scheme.”
Ceri Bird, Service Manager for Children’s Services says:
“I am thrilled to see the launch of our Gwent Breastfeeding Welcome Scheme after a year of development and as part of our “Get Blaenau Gwent Breastfeeding campaign”. I breastfed my son 21 years ago and it was so hard trying to find breastfeeding friendly premises when away from home – I would often go back to the car to feed him and even was directed to use ladies’ toilets at some restaurants.
I would encourage local businesses in Blaenau Gwent to sign up and join our campaign, its easy and will make a huge difference to the health of our community as we normalise and promote breastfeeding.”
In 2024, Blaenau Gwent Council set out to improve breastfeeding outcomes across the region, aiming to ensure every baby has the best possible start in life. This came about after a national survey carried out in 2023 highlighted Blaenau Gwent had the lowest rates for breastfeeding in the UK. We are pleased to announce as part of our ongoing campaign rates are increasing month on month as more of our parents recognise that breastfeeding gives babies the best start in life. The council continues to support both mothers and fathers in making well-informed decisions about infant feeding, empowering them to navigate challenges and succeed in their breastfeeding journey.
If you are a local business interested in signing up to the scheme and start the process of accreditation, please get in touch with your local Breastfeeding Welcome Scheme lead by contacting the Family Information Services at 01495 369610 or email us at FIS@blaenau-gwent.gov.uk. We are also looking for more breastfeeding peer supporters and parent volunteers at our Flying Start hubs, please help us to give all Blaenau Gwent babies the best start in life.