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Become a Free to Feed business or venue
- 0-1 Years
- Feeding and eating
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 encourage and normalise breastfeeding in public, help those who breastfeed and/or pump to feel relaxed and increase their confidence.
Understanding the #FreeToFeed campaign
This is a community initiative that encourages local businesses and venues across Bedfordshire and Luton to sign up and pledge to be a #FreeToFeed location.
By signing up, businesses are committing to being a location where breastfeeding families and their little ones are openly welcomed to visit, especially if they feel like they need a safe space to feed when out and about.
[phone dial tone]
Mum 1: Hiya, I'm sorry I am so late. I'll still go, I'm just getting him ready.
Mum 2: It's okay darling.
Mum 1: Oh no!
In cafe
Mum 1: Hiya!
Mum 2: Hiya darling.
Mum 1: I think he's going to need a feed.
Waitress: Is there anything I can do to make you feel a bit more comfortable?
Mum 1: Oh, thank you so much. You're so kind. Thank you.
Waitress: That's okay!
Mum 1: Thank you.
Lifeguard: Businesses and public spaces across Bedford and Luton and making small changes that are making a big difference.
Barista: Breastfeeding in public can often feel very daunting, but together we can make families feel comfortable and welcomed. Sign up to the free to feed scheme today. Find information in the link below.
Female voiceover: Together let's help families across Bedfordshire and Luton feel welcomed.
Find out more email: ccs.bedfordshireandluton.freetofeed@nhs.net
The benefits of signing up to the campaign
Being part of the #FreeToFeed campaign has lots of benefits for local businesses and venues.
- It can improve your customer relations and also help attract new customers.
- It can improve your business or venue image amongst your customers.
- Your business or venue will be promoted on our website which provides free publicity.
- There is little or no cost to you.
What businesses can do to become more breastfeeding friendly
Small things can help make a big difference to families. This includes:
- offering a welcoming smile
- holding open the door and helping them with their pram
- bringing over a glass of water whilst they are breastfeeding
- offering to take over food and drink orders where possible, so the baby's feed doesn't get interrupted
- displaying the #FreeToFeed sticker in your venue
It is important to educate and empower staff in restaurants and cafes to know how to support families. You can share with your team the legal requirements under the Equality Act 2010, that women have the right to breastfeed in public without being refused service or discriminated against in any way. If discrimination occurs, staff may need to respond sensitively and support breastfeeding families.
How to sign up to the campaign
We hope you will join us in becoming one of our valued businesses or venues across the county.
If you would like to sign up or learn more, please email ccs.bedfordshireandluton.freetofeed@nhs.net
Last reviewed: 29 May, 2025
