Breastfeeding
. . . a New Destination
By Sue Huml
Western Springs, IL USA
From NEW BEGINNINGS, Vol. 17 No. 3, May-June 2000, p. 106
In the world of retail, customers
either purchase on impulse (an item they see, like, and want) or they
go into the store with a destination in mind to specifically buy an
item that fits into a category, i.e., you need a bra so you go to the
lingerie department. Now, expectant and new mothers will have a special
destination - "Breastfeeding!"
Never before has "Breastfeeding"
been a specific destination for the nursing mother in a chain/department
store but now, beginning in the month of February 2000, the world's
largest retailer, Wal-Mart, is dedicating a four-foot section in 1,000
of their USA stores to "Breastfeeding."
The Lansinoh Breastfeeding
Collection is an innovative and progressive step in the direction of
normalizing breastfeeding while bringing helpful, comfortable, informative,
educational, and high-quality products to the breastfeeding mother and
baby.
With strong affirmative statements
about the benefits of breastfeeding on the product packaging, The Lansinoh
Breastfeeding Collection includes a library of eleven breastfeeding
books, including three LLLI books - THE WOMANLY ART OF BREASTFEEDING,
BREASTFEEDING PURE & SIMPLE, and HOW WEANING HAPPENS. In all, an expectant
or new mother can find 34 products designed especially to meet the needs
of the breastfeeding mother.
One thousand Wal-Mart stores
in the USA will carry the full collection while approximately 1,600
stores will carry a limited set of six items. The full collection, including
the LLLI Books, will be available on the Wal-Mart web site for those
who do not have the full collection in their local stores.
I was so excited to go into
my local Wal-Mart store during the last week of January and see the
employees setting up the new section, I went over to the camera department
and bought a disposable camera to record this historic event. I felt
tears well up in my eyes when I saw the stock bin marked "Breastfeeding."
This is such a positive step to bring awareness of the importance of
breastfeeding to everyone's attention.
Page last edited Sun Oct 14 09:30:56 UTC 2007.
