FreetoFeed - A breastfeeding friendly business initiative
All families and their children should feel free to breastfeed in public, anytime, anywhere.
This is the vision of the ‘Free to Feed’ campaign, which aims to helps breastfeeding and/or pumping mothers feel confident and relaxed when feeding their baby in public.
It also encourages businesses to sign up and pledge to be a ‘#FreeToFeedCP’ location, where mothers breastfeeding their little ones are openly welcomed to visit, especially if they feel like they need a safe space when out and about. More information for businesses can be found below.
Breastfeeding has amazing health benefits for both mother and child, but not every mum who wants to breastfeed has the support they need to do so.
In the video below some breastfeeding mums explain why it is important to them, and why all mums should be free to feed in public.
FreeToFeed - campaign video from CCS NHS Trust
How your business can participate
- make it clear that your business, workplace or venue is breastfeeding friendly with one of our #FreeToFeedCPstickers
- train your staff so they can support mothers who choose to breastfeed
Getting started
Sign our Pledge Form to join the campaign. We’ll get back in touch with you to share the campaign materials, so make sure to leave your contact details on the form below:
If you have questions about the scheme contact duty.communities@scambs.gov.uk
Criteria for businesses joining our campaign
- set up a session to educate staff about supporting breastfeeding and pumping mums
- display the Breastfeeding Friendly #FreeToFeedCP sticker/certificate
- respect breastfeeding mothers' legal rights under the Equality Act 2010. Mothers can breastfeed in public without discrimination. It includes not asking them to move or cover-up
- respond sensitively and support mothers if anyone comments about breastfeeding or pumping inappropriately
- offer a clean and comfortable environment for breastfeeding. If requested, provide a more private space. Toilet/changing facilities are not appropriate
- make small adaptations, like easy access and safe pram parking, or baby-changing facilities for parents. Or, maybe provide a small play area to entertain older children while the baby is being fed. You can also put a statement of support on your website
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If you have questions about the scheme, contact duty.communities@scambs.gov.uk
Support our campaign
Families helping families
Normalising breastfeeding in public is something we can all help with through conversation and support. We are setting up family champions to help do this. To register your interest in becoming a family champion email ccs.cpft.hcp@nhs.net
Looking to promote the campaign?
Use the hashtag #FreeToFeedCP on social media and tag the NHS and District Council which is @CambsPboroCYP on Facebook, Instagram and Twitter
Businesses already participating
Free to feed locations
Businesses that are part of the campaign can be seen in our #FreeToFeedCP location document [PDF, 0.3MB]
Breastfeeding stories
Kat's Story
Kat O’Shea is breastfeeding her third baby, son Lucas, born July 2023. She said: “The #FreeToFeed project is a brilliant campaign as it is easy to look for the sticker in a window. It can make a significant difference to help women feel more comfortable about going in to feed their children. Having that welcoming atmosphere can really empower women to feel safe. Plus, I’m sure it will encourage women to return if they know they can relax in a welcoming environment, so it’s good for business too.
“I love breastfeeding because for me it makes life easier. I don’t have to pack bottles up or plan ahead. I can soothe baby quickly in or out of the house. There’s of course heath incentives and it’s cheaper than formula. I was lucky that both the kids and I didn’t find breastfeeding difficult.
“Out and about, generally speaking, attitudes to breastfeeding women are quite good, but knowing I can find places that are welcoming to breastfeeding mums definitely makes a difference.
“I know women can be put off breastfeeding if they worry about doing it in public. So, knowing there’s supportive places you can go is great. You can also find clothes that make it much easier to do it or more discreetly if you wish to. I can highly recommend the Facebook group Can I Breastfeed in the UK which has real people posting outfits from high street stores, that work well to feed in. Breastfeeding Brasseries are also great as you can connect with others for advice, support and friendship.”
Lucy's story
Lucy Borg, 23, breastfeeds her first baby, son Ashton Ramsay, 10-months old. She said: “We love to go out and about, and for me breastfeeding is easy as I don’t have to pre plan packing up bottles. It is also good for Ashton. There’s not always a designated place where you can go to feed and while I’m happy to feed him in the open, not everyone is comfortable, so the #FreeToFeed project is great for helping give women confidence to feed in public.”
Breastfeeding is good from a cost perspective, you don’t need to prep bottles, it is quick to be able to feed and soothe your baby, it has many health benefits and is recommended for two years by WHO. There is a plethora of benefits for mother and baby and of course for the bonding – there’s nothing quite like it.
“I think it’s important to have spaces where you can go for privacy that are clean, have a comfy seat and where you know you’ll be welcomed, If I know there is a breastfeeding friendly place then I will always aim to go there.
“Seeing a #FreeToFeed sign is a great way to know you’ll feel welcomed by staff. It can make such a difference. I know of mums who have felt anxious breastfeeding in public especially when first learning, so knowing you can find a safe space to go is really helpful.
“For anyone new to breastfeeding my advice is to find a Breastfeeding Brasserie, a group of women and professionals who are friendly and can offer good evidence-based advice. Also great is the App called Peanut, which helps you find other mums nearby who can offer advice.
“Pumping can be more challenging especially in public. Some women who experience latching problems can find pumping easier but then when they pump and bottle feed in public, they can get funny looks. Public awareness around that still needs raising as it can be deemed taboo.
Breastfeeding doesn’t necessarily come naturally, often it takes practice and good advice. Having venues where you know you are welcomed in public can really help women to feel more relaxed, especially those with new-borns who are breastfeeding for the first time.”