Breastfeeding Tauranga mothers are showing support for each other by joining thousands of others across the country in the 10th annual Big Latch On event today.

The mums and babies gathered at Hungahungatoroa Marae at Matapihi to be part of the simultaneous event where mothers breastfeed in public.

Marama Lovett with Kamiria Thomas, 9 weeks old, and Summer with Naia Bennett, 5 months old at The Big Latch On at Hungahungatoroa Marae in Matapihi today.

Organiser Riria Te Kani says the event is about protecting, supporting and promoting breastfeeding mums.

'It's about letting everyone know they should be supporting breastfeeding mums.

'While I was organising this event, I actually had to sit down and think who I knew that breastfeed because everyone I know bottle feeds.”

Riria says it's interesting to see how so few people breastfeed.

'The women I wanted to target this year were the younger mums and I think it's a convenience for them to bottle feed. That's my opinion.

'Breastfeeding is pretty much a baby's first immunisation, it boosts their immune system. Formulas can't do that - you can't put any of the nutrients from breast milk into a formula.”

Last year, 130 breastfeeding events were held throughout New Zealand and the initiative is now run in 28 countries around the world involving more than 14,500 babies.

Women's Health Action maternal and child health promoter, Isis McKay, says The Big Latch On is all about celebrating and supporting breastfeeding women.

'84.4 per cent of babies born in a New Zealand hospital are exclusively breastfed on discharge, a figure which puts us among the top in the OECD.

'This figure drops dramatically after six weeks and by the time the baby is six months, less than 20 percent of women are exclusively breastfeeding - which is one of the lowest rates in the OECD.”

Isis says recognising the lack of support is one of the biggest hurdles for women.

'The Big Latch On aims to celebrate this health-giving, mother–child bond with a massive public and on-line display.”

To mark the event's decade anniversary, Women's Health Action has initiated a virtual Big Latch On. For the first time, women can take part by posting a breastfeeding selfie to #biglatchonNZ www.facebook.com/biglatchonNZ.

'There is evidence women increase their internet use by up to 45 per cent after becoming mothers and if they're back at work or unable to make it to a physical Big Latch On, this on-line option may work for them.

'We encourage all breastfeeding women and their whanau, partners and friends to take part in either their local Big Latch On, or by posting a breastfeeding photo online via #biglatchonNZ.”



Curley Keno with one year old Te Mauri, Marama Lovett with nine week old Kamiria Thomas, Summer Bennett with five month old Naia, Riria Te Kani with Wade Gibbons and Stephanie Macdonald with 15 week old Samantha.