Rotorua mothers and babies "latched on" todayas they came together to celebrate and raise awareness of breastfeeding.
The Big Latch On is a global event which is organised as part of World Breastfeeding Week.
Lakes District Health Board had encouraged breastfeeding mothers and their whānau to celebrate breastfeeding at theRotorua event, held todayat the Harvest Centre.
Kia Wana Lakes Baby Service co-ordinator and lactation consultant Amy Wray said the Big Latch On was about bringing women together to celebrate the hard work that went into breastfeeding.
"It's about more awareness and acceptance of breastfeeding in public. When women come together they feel empowered to breastfeed because it feels more accepted.
"Local businesses have been so generous in donating spot prizes because they want to celebrate with these mums."
In an address to the mothers attending, Wray said that as lactation consultants they knew that for some mothers breastfeeding had not come easy.
"We acknowledge all the hard work that you've been through, and we want to acknowledge the mums that have struggled and have found it really hard, and then had to go on to formula."
Rotorua mothers and their babies "latch on" for a minute to celebrate breastfeeding. Photo/Ben Fraser
The Rotorua mothers and babies "latched on" for one minute at 10.30am, along with others around the country.
There were also service booths for the mothers to check out, spot prizes and a morning tea was provided.
Kia Wana Lakes Baby Service co-ordinator and lactation consultant Alys Brown said breastfeeding was the healthiest foundation.
"It's been proven in so many studies that breastfeeding, breast milk, gives that baby a foundation that will last a lifetime, so I think that's what we've got to invest in."
She said it was about creating the culture that breastfeeding was normal - "It's something that we wouldn't usually have to address or even talk about if it truly was the norm".
Rhona Akroyd attended the event with Henry Akroyd, 22-months-old.
She said they went along last year as well to support breastfeeding and stand up for the mothers that breastfeed longer.
"I just think it's a great community event. Breastfeeding is hard and looking after babies is hard."
She said the event was also a great reminder of all the services and organisations which are out there for support, as well as having great spot prizes.
Michelle Bailey said she was attending with her 19-month-old daughter Charlotte Holmes.
"It's nice to be around other mothers who are breastfeeding. It gave me a lot of confidence to see other mothers breastfeeding in public and helped me with my journey.
"I think the awareness of breastfeeding is important."
Ellie Kyaw, owner of Just Build It NZ, said she had delivered a Mud Kitchen as a spot prize for the event and decided to stay with her children, Kira Kyaw, who is almost 1, and Kayleb Kyaw, 3.
"We heard about it last year and didn't quite make it, and thought it would be a great event.
"We fully support breastfeeding. We think it's best for the child and mum."
