For low-income families who need help providing food for their babies, the support of the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) is invaluable. But at times, the organization has come under fire for giving new moms and their babies infant formula rather than promoting and supporting breastfeeding.
Rev. Douglas Greenaway, the President and CEO of the National WIC Association (NWA), says that his organization has reversed course and made significant strides in promoting breastfeeding in recent years. In fact, he wants new mothers to see the NWA and WIC as the “go-to sources for breastfeeding support and information.”
“As many of our support specialists would say, ‘breast is best,’” says Greenaway. “Studies have shown that breastfeeding reduces the risk of asthma, allergies, and obesity and imparts growth and development in ways that formula just can’t.”
To show how WIC has stepped up its efforts in recent years to promote breastfeeding for new mothers (and healthier choices for families in general), Greenaway addressed some of the latest changes in a recent phone interview.
Improving WIC food packages. In October 2009, WIC revised all of its food packages, including those given to women who either fully or partially breastfeed their babies, in a way that better promotes breastfeeding and healthy eating. “The packages are now designed to promote continued breastfeeding among mothers,” says Greenaway. Specifically, the new packages provide breastfeeding support until a mother is able to fully breastfeed and as little formula as possible. Mothers who breastfeed exclusively for the first six months receive added amounts of fruits, vegetables, and fish. And babies who breastfeed more than six months receive greater amounts of age appropriate foods including jars of meat. “We are already seeing dramatic changes from this,” says Greenaway.
Though it is still early in the process, the facts seem to back Greenaway’s assertion. In Massachusetts for example, the percentage of “exclusively breastfeeding” packages being given out has nearly doubled, increasing from 17 to 31 percent since 2008. And the percentage of “full formula” packages have decreased to less than 25 percent of the total packages distributed. In California, grocers are calling their local WIC offices to ask why so many more parents of young children (WIC serves children up to age 5 as well as babies) are buying low-fat milk!
Despite these changes, there is still room for improvement in helping families make healthier choices. Representatives from California’s WIC offices note that, “We could further strengthen WIC’s obesity prevention efforts through exclusive breastfeeding if the USDA would set the fruit and vegetable cash value voucher for the breastfeeding package at $12, instead of the current $10 for all other women. The small differential, which we had for a few short months, was a real incentive for moms to fully breastfeed—we need to get it back!”
Improving education. In 2010, state agencies who provide peer counseling to new mothers received a significant funding increase—from $15 million to $80 million. WIC officials are optimistic that broader access to peer support will further improve breastfeeding rates among all new mothers. “It’s a huge undertaking to support and encourage breastfeeding mothers to continue, and these counselors play a pivotal role,” says Greenaway.
Rewarding good performance. Another big change this year, says Greenaway, is the addition of a “WIC Breastfeeding Performance Award” that is given out to states that exhibit the highest breastfeeding rates or the greatest improvement in breastfeeding rates among WIC participants. A total of $5 million was awarded in March 2010 to 30 states. “These are considered additional program funds, and they can be used as the local agencies see fit to promote breastfeeding in their communities,” says Greenaway.
Reaching out to fathers. In 2003, WIC launched “Fathers Supporting Breastfeeding,” a program that urges fathers (and other males) to encourage their partners to breastfeed. The project highlights the importance of fathers playing a supportive role and provides culturally appropriate strategies to increase breastfeeding initiation and duration rates. As part of the project, couples are provided with educational pamphlets plus a video and video discussion guide that can be used in a group setting to encourage open dialogue about breastfeeding.
Supporting collaboration. The United States Department of Agriculture (USDA) has long recognized the importance of collaboration. Under its auspices, the Breastfeeding Promotion Consortium was established in 1990. During its bi-annual meetings, government agencies, health professional associations, and organizations that share a common interest in breastfeeding exchange critical ideas and strategies. These strategies are specifically designed to help WIC promote breastfeeding through their state and local agencies.
So there you have it—a summary of WIC’s breastfeeding promotion efforts. To suggest that today’s WIC is not your mother’s WIC is an understatement. Most of the nationwide increases in breastfeeding rates can be attributed to actions by WIC. It is tough to silence the critics completely. WIC feeds low-income pregnant women and their children, and as a result, it will continue to provide some formula—but WIC is fast becoming the “go-to source” for all things related to breastfeeding.
To learn more about WIC’s breastfeeding initiatives or to connect with a breastfeeding coordinator in your area, visit the USDA website.
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