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UNICEF Baby Friendly accreditation aims to strengthen breastfeeding support for local families
Pictured: Charlotte from Worcestershire Maternity and Neonatal Voices Partnership and Ruth, Peer Support and Volunteer Coordinator at Redditch Council, with Jodie O'Connor, Breastfeeding Support Worker and Rachel, Breastfeeding Volunteer from Worcestershire Infant Feeding Team.
As World Breastfeeding Week draws to a close, Herefordshire and Worcestershire Health and Care NHS Trust is proud to announce its commitment to ensuring children have the very best start in life.
The Trust, which delivers a wide range of services for children, young people and families, is working towards accreditation with UNICEF and the World Health Organisation’s (WHO) Baby Friendly Initiative — a nationally recognised mark of excellence awarded to services that promote and support breastfeeding and deliver compassionate, family-centred care.
By working towards Baby Friendly standards, the Trust will embed high-quality, evidence-based practices that improve the support offered to parents and babies. These standards are designed to ensure families receive clear information, guidance, and parent-centred care — helping parents to make informed feeding choices, build strong bonds with their baby, and give every child the healthiest possible start.
The Trust’s journey towards accreditation is being led by its Baby Friendly Guardian and Director of Strategy and Partnerships, Sue Harris:
“As the Baby-Friendly Guardian, I’m proud to share that we are working towards UNICEF Baby-Friendly Accreditation. This is a significant step in our commitment to providing the highest standard of care and support for families, ensuring that every baby has the best possible start in life.
“Our journey toward accreditation reflects the dedication of our teams and our shared belief in evidence-based, compassionate care. It’s about creating a culture where families feel informed, supported, and empowered — whatever their feeding choices.
“I’m also really excited to be celebrating World Breastfeeding Week, a fantastic opportunity to recognise the importance of breastfeeding and to thank all our staff who work tirelessly to support families every day. Together, we’re building a baby-friendly future across Herefordshire and Worcestershire.”
UNICEF and the WHO recommend exclusive breastfeeding for the first six months of life. Breastmilk provides all the nutrition a baby needs during this time and helps protect against illness and infection.
The Trust’s Infant Feeding Team provides specialist, non-judgemental support to mothers at every stage of their breastfeeding journey, while respecting and supporting all infant feeding choices.
“Our Infant Feeding Support Team play a vital role in helping families feel informed, supported, and confident in their feeding choices. Working towards Baby Friendly accreditation reflects our commitment to giving every child the healthiest start in life through evidence-based, compassionate care.” said Louise Langston, Clinical Services Manager.
Families can access support and resources from the team by visiting their website: www.hacw.nhs.uk/infantfeeding. Additional advice is also available via the Telephone Advisory Service, run by Worcestershire Health Visitors, which offers help with breastfeeding and caring for your baby.
The service is open Monday to Friday, 9am–1pm and can be accessed by calling 01905 520 032.
To learn more about the Baby Friendly accreditation, visit the UNICEF website: Accreditation - Baby Friendly Initiative.