Hungry Chyna Po Alofaga was blissfully unaware he was part of a record-breaking attempt.
The 8-week-old was among seven tots at Rotorua Plunket Rooms taking part in the Big Latch On as part of World Breastfeeding Week. There were two other Rotorua venues registered for the event - Indigo Cafe in Hinemoa St, which had 11 mums, and Te Ara ki te Reo ki Kuirau in Amohau St where one mum latched on.
Mum-of-five Monique Po said she had breastfed all her children but this was the first time she had taken part in such an event.
"I came along to support the cause as I believe breastfeeding is the best way," Miss Po said.
"It's healthy, natural, full of nutrients and it's free. It's also a whole lot easier than bottle feeding. I feel good - bonding with my baby and knowing I'm giving her a good start in life."
Miss Po said she planned on breastfeeding Chyna until she was a year old.
There was a mix of ages being breastfed at the Plunket Rooms, with Chyna the youngest at eight weeks through to a 2-year-old girl.
Plunket nurse Vicki Lidington said the Big Latch On was cause for celebration.
"It's a nice way of saying well done. I think it's more socially accepted these days. Mums say that when their babies need a feed they will feed them." The Big Latch On involves women latching their children on and breastfeeding simultaneously for one minute. Last year 1306 women took part across New Zealand.
There were three other venues in the Lakes District Health Board area participating in the event at Taupo, Turangi and Reporoa. There were four mums at Reporoa, eight at Turangi and 16 at Taupo who took part.
The board's breastfeeding co-ordinator, Heather Black, said she was pleased with the numbers.
"You always come away feeling quite buzzy, everyone's so enthusiastic about breastfeeding.
"It's slowly getting better, more mums are happy to go out to cafes with other mums but there's still plenty of work to do."
The figure of how many mothers took part nationally was not available.
Mums try to break 'latch on' record
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