Newfoundland and Labrador (NL) Health Services announced today that the Health Sciences Centre, including the Janeway Children’s Health and Rehabilitation Centre, received the Baby-Friendly Initiative (BFI) designation from the Breastfeeding Committee for Canada (BCC).  

“NL Health Services recognizes the importance of including baby-friendly practices for all families and developing an environment which is supportive for breastfeeding for patients, visitors and staff. We look forward to maintaining and improving on the BFI standards to assist us in providing quality health-care services to patients and families at the Health Sciences Centre and Janeway Children’s Health and Rehabilitation Centre,” said Ron Johnson, chief operating officer of the Eastern-Urban Zone, NL Health Services. “Thank you to all those who participated in the on-site visit and all staff, physicians and managers who have been involved in helping us reach this accomplishment.” 

In March 2025, an BFI assessor visited the Health Sciences Centre to evaluate BFI standards, resulting in this achievement. Their report states: “During the site visit it was noted that you can feel the supportive culture of breastfeeding throughout the facility.” The BFI in Canada is part of a global strategy that sets standards of care to improve health outcomes for families with infants and young children, including infant feeding. BFI protects, promotes and supports breastfeeding by breaking down barriers for families to be successful, while supporting all families with education and knowledge to make an informed feeding decision.  

NL Health Services is incorporating Baby-Friendly practices for all families in line with their individual goals and medical conditions by: 

• Welcoming and supporting all families. 

• Helping individuals make an informed decision about feeding their baby. 

• Encouraging skin-to-skin, beginning right after birth. 

• Prioritizing family togetherness and keeping healthy newborns with parents throughout the hospital stay.   

• Delivering up-to-date breastfeeding education to staff. 

• Working with community groups to provide consistent and supportive care. 

• Welcoming individuals to breastfeed anytime, anywhere. 

• Following the World Health Organization (WHO) International Code of Marketing of Breastmilk Substitutes.  

The Baby-Friendly Council of Newfoundland and Labrador has been working provincially with health-care providers to integrate evidence-based BFI practices at health-care facilities and in the community. Since March 2019, health-care staff and physicians at the Health Sciences Centre/Janeway Children’s Health and Rehabilitation Centre have participated in a formal BFI journey to successfully implement all 10 steps as part of the BCC BFI designation process followed by the successful BFI designation.  

Western Memorial Regional Hospital in Corner Brook is also working towards receiving the BFI designation. The facility has achieved recognition of the “platinum” status through the BFI Quality Improvement Recognition Program and will complete the on-site assessment at a later date.    

An objective included in Health Accord NL is Baby-Friendly obstetrical units. NL Health Services looks forward to continuing to build upon these recent successes by incorporating Baby-Friendly practices at health-care facilities across the province. 

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