California WIC: Implementing successful strategies to increase breastfeeding and duration throughout the state

65% of babies born in California are eligible for the Women, Infant and Children's program (WIC). WIC and its partners are making tremendous strides in supporting mothers' decisions to breastfeed. These efforts are reflected in WIC's increase in exclusive breastfeeding rates by almost 7% from 2009 to 2011. In October 2009, WIC adopted USDA's new food package rule in which formula is no longer routinely issued to breastfeeding mothers in the first 30 days postpartum. California WIC has a well-established Peer Counselor (PC) Program in 50 out of 84 agencies. PCs provide mother-to-mother breastfeeding support at critical times. California senate bill 22 gave WIC the task of developing a training to increase exclusive breastfeeding rates in maternity hospitals with low rates. WIC partnered with the California Breastfeeding Coalition and California WIC Association by co-sponsoring the Breastfeeding Summit. The goal of this event is to promote the Baby Friendly Hospital Initiative. A result has been a substantial rise in the number of California's designated hospitals in one year, with many more in the application phase. WIC partners with the UC Davis Human Lactation Center (HLC) on projects resulting in decreased infant overfeeding and increased breastfeeding rates. HLC has developed a Statewide Breastfeeding Community Assessment that allows local WIC agencies to identify gaps within their community that promotion efforts can be targeted toward. One effort includes a Regional Breastfeeding Liaison program which promotes a seamless breastfeeding support system by making connections between WIC and community health care and social support systems.