Public Health in the Northwest Zone earns Baby-Friendly designation

Edmundston, Monday, May 26, 2025 – Public Health in the Northwest Zone of the Vitalité Health Network is proud to announce that it has received the Baby-Friendly Initiative (BFI) designation—an internationally recognized certification established by the World Health Organization (WHO) and UNICEF.

Awarded by the Breastfeeding Committee for Canada, the BFI designation highlights the organization’s strong commitment to protecting, promoting, and supporting breastfeeding.

This recognition confirms the adoption of global best practices, including immediate skin-to-skin contact after birth, individualized prenatal and postnatal education on infant feeding, and the implementation of policies that prohibit the promotion of commercial infant formula.

This achievement is the result of a sustained and collaborative effort involving numerous community partners, including breastfeeding support volunteers, the BFI Community Committee and the Family Resource Centre, the Department of Health, and the dedicated teams at the Prenatal and Postnatal Clinic of the Edmundston Regional Hospital and Public Health in the Northwest Zone.

To obtain the designation, facilities must meet a rigorous set of care standards known as the Ten Steps for Successful Breastfeeding. The evaluation process, conducted by certified assessors from the Breastfeeding Committee for Canada, confirms full compliance with these standards and validates both the quality of services provided and the strength of the organization’s commitment to families.

Public Health in the Northwest Zone is the first facility within the Network to achieve this.

“This project is, above all, a beautiful community story. Thanks to the dedication of our staff, breastfeeding coaches, the Family Resource Centre, the Prenatal and Postnatal Clinic at the Edmundston Regional Hospital, and the BFI Community Committee, we now offer a more welcoming and supportive environment for families,” said Mélanie Bois, Coordinator of the Healthy Families, Healthy Babies program for Public Health (Northwest Zone).

“We are proud to be among the facilities that place the well-being of young children and their parents at the heart of their priorities.”

"We don’t offer ready-made solutions, but we do give our time, our presence, and breastfeeding support. It’s often all a mother needs to keep going," said Monica Picard, a breastfeeding mentor.

“We are incredibly proud of Vitalité Health Network for achieving this international recognition,” said John Dornan, Minister of Health.  “This designation reflects years of dedication and partnership and confirms our commitment to ensuring the best possible start for newborns and their families in New Brunswick.”

About the Baby-Friendly Initiative

Launched in 1991 by the WHO and UNICEF, the Baby-Friendly Initiative (BFI) is the global standard for perinatal care that supports breastfeeding and early childhood health. In 2006, the New Brunswick Department of Health mandated that all public health facilities take the necessary steps to obtain the designation.

For more information: https://vitalitenb.ca/en/health-network/public-health/baby-friendly-initiative

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First picture: Karianne Cloutier (Dietitian, Public Health), Nancy Bastarache (Regional Director, Public Health), Melanie Bois (Coordinator of the Healthy Families, Healthy Babies, Public Health Northwest Zone), Monica Picard (breastfeeding mentor)

Group picture: Public Health Team from Northwest Zone