Interesting observation Julie. i think the whole trend of 'progress' in the last century or more has been to laud industrial as being superior to homemade. So your whole wheat bread was deemed inferior to the more industrial product. Schein's change management mode also includes discomformation of the status quo as a prerequisiste to change. One lactation activist has eloquently described the culture in Glasgow in the early 60s, where shop bought was deemed cakes were deemed superior to homemade, and breastfeeding was associated with something the travellers and gypsies did. If anyone was reluctant to bottlefeed there was a concerted  advice from society,industry and health professionals that this was the way to go. Mothers for whom it did not work were ignored (and they had no internet to seek ideas). So all sectors of society colluded in the disconfirmation of breastfeeding, including most health professionals.

Eithne Murray

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