A new Warehouse campaign is being praised by the New Zealand Breastfeeding Alliance (NZBA), after the retailer revealed posters around the store will encourage breastfeeding throughout their shops.
The new initiative will serve to remind women that breastfeeding is normal and natural, and that they are welcome to do so wherever they feel the need in The Warehouse.
Chair of the NZBA, Debra Fenton, said this was a "big step towards normalising breastfeeding in New Zealand" and applauded the retailer for treating nursing mothers with the respect they deserve.
“We hope other businesses and organisations follow suit,” she added.
All women already have the right to breastfeed in public as part of the Human Rights Act, but doing so can often provoke comments from certain bystanders.
"Many mothers are ashamed and embarrassed for fear of public scrutiny," she added.
"We still have a long way to go before breastfeeding becomes the cultural norm."
In other developed countries, breastfeeding friendly policies have led to significant improvements in rates of breastfeeding.
In Norway, breastfeeding mothers are even allowed two hours out of each day to feed their baby, whether that be in the office or popping home.
“As a society we need to ensure all women have access to ongoing support; that communities are consulted to establish the right facilities and services, and health workers are educated to understand cultural issues.”
For more information, head to babyfriendly.