Several people have contacted me regarding the Ross news release claiming
that breastfeeding rates are at an all time high. I thought I would take a crack
at translating this fabrication from fiction to facts! Ross is releasing this
hype to start  the damage control process from its shameful behavior regarding
the challenge to the National Breastfeeding Awareness Campaign. Ross claims a
70.1% breastfeeding initiation rate. That figure is a combination of
exclusive breastfeeding plus partial breastfeeding which Ross calls "breastfeeding". A
mother who waves her baby near the breast once a day is counted as
breastfeeding. This number is skewed to make it appear that Ross is working to improve
breastfeeding. Only 46.3% of mothers actually exclusively breastfeed, something
Ross works hard to achieve with its discharge bags to help create the need
for breastfeeding mothers  to supplement. Their own data states that:
"Considering that rates of exclusive breastfeeding initiation have not increased as
rapidly as those for breastfeeding, it is clear that many more mothers than ever
before used supplemental feedings in the hospital and at 6 months of age."
Exclusive breastfeeding at 6 months is 7.9% according to the CDC, not 33.2% as
Ross claims. Ross is not the only entity that collects breastfeeding data. With
the new CDC data being collected from the National Immunization Survey, the
federal government can dump Ross as the provider of stats. This will help remove
Ross' bragging rights about how the Federal government relies on them for
statistics which they are quick to point out to Congress and in their literature.

Ross wishes to improve breastfeeding rates within WIC. Now why would they
want to do that? They will help push more GOVERNMENT funding for WIC
breastfeeding programs in return for not having to pay as much money back to the
government for formula rebates. Ross has no interest in actually helping mothers
breastfeed, nor is that their business. Ross is not part of the "we" of
breastfeeding support. Ross is the "they" who present enormous barriers to breastfeeding
in this country.

Ross sent a document to members of Congress that states the following: "It is
essential for the success of our business that parents and health care
professionals recognize Ross as an advocate for the health and nutritional
well-being of babies and mothers. Our support of breastfeeding helps contribute to the
long-term success of our business." It is not Ross' job to promote or support
breastfeeding. The efforts and money that they expend to do this is a
marketing tactic to whitewash their obstructive behavior.

Marsha Walker, RN, IBCLC
Weston, MA

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