California WIC – the nation’s largest WIC program -- is making huge strides towards our goal of making breastfeeding the norm in communities where we serve over 50% of all infants born. Thanks to a “harmonic convergence” of progressive WIC policy and environmental changes, our exclusive breastfeeding rates have shot up, while formula issuance is way down.

It took a village to pull this off. Frontline WIC employees are sharing clearer and more consistent breastfeeding messages with WIC participants, and using new skills to help new parents decode the mysteries of infant care. Every day (and sometimes in the middle of the night!),WIC Peer Counselors and newly minted IBCLCs are giving critically needed support to thousands of breastfeeding moms.

But we can’t do it all – it takes busting out of the WIC silo to transform community norms -- in hospitals, medical clinics, child care, work sites, and local governments. California WIC is building new links with these community partners who can help us strengthen breastfeeding supports and services – wherever WIC families seek health care, live, work or play.

If we keep up this momentum, we will soon be able to show that that WIC is contributing to better health outcomes and reduced obesity in the next generation. Partner with WIC and go for it!