Launched by World Health Organization (WHO) and UNICEF in 1991, t
he Baby-Friendly Initiative
(BFI) is a global effort to implement practices that protect, promote, and support breastfeeding.
Perinatal Services BC endorses the Baby-Friendly Initiative as a framework for the provision of evidence-informed care to mothers, infants, and families, and upholds the WHO International Code of Marketing of Breast Milk Substitutes to ensure the appropriate marketing and distribution of human milk substitutes and other products related to the code.
PSBC is a member organization of the BC Baby-Friendly Network, a multidisciplinary committee of health care providers, ministry representatives, and consumers interested in protecting, promoting, and supporting breastfeeding.
The Minister of Health and the Minister for Children and Family Development have designated the BC Baby-Friendly Network as the implementation committee for the Baby-Friendly Initiative in British Columbia. The network works in partnership with the Breastfeeding Committee for Canada. Perinatal Services BC also sits on the Board of Directors for the Breastfeeding Committee for Canada.