Starbucks signs up with NCT to support Breastfeeding Campaign

Starbucks pledged to support breastfeeding mothers using its 800 UK branches, to help promote a more "parent-friendly" environment. The coffee giant teamed up with the National Childbirth Trust (NCT) for a campaign that aims to influence other businesses in helping those who are baby feeding whether by breast, by bottle or by high chair. Baristas will also be trained in how best to accommodate parents.

Starbucks branches would soon become a more family-friendly environment and will promote a "warm welcome to families, a place to feed, with no judgment." Starbucks crews are also committed to be of assistance of every parent by means of finding seats and carrying equipments.

Sarah McMullen, NCT head of research and quality, said that many of their members are being convicted and getting unwanted attention by feeding their child wether by breast, by bottle, or by high chair. McMullen said that it is important to reassure the parents that they have the support of the staff and they won't be judged.

Sarah also said that they know this will be a big challenge for other establishments to understand and assist with the needs of the parents with very young children. Rhys Iley, vice president of Starbucks operations in Europe, the Middle East and Africa, said that they recognize parents out on their own for the first time will appreciate some support.

Iley said that their collaboration with NCT and its members builds on their existing customer service principles. As Starbucks works hand in hand with NCT for the campaign, the company claims that it had already refreshed their training, in addition to improving store facilities.

He also added that if there is anything that they can do to improve their service and the experience of the people, especially the parents, they should let him know about it. According to Guardian UK, breastfeeding rates at 12 months were the lowest in the world.