BUSINESSES are being urged to help breastfeeding mums feel more comfortable by signing up to a new scheme.

Shops and venues in Swindon can show their support for mums by signing up for the national Breastfeeding Welcome scheme, which lists locations which have pledged to help mothers feel comfortable when breastfeeding.

Libraries and health centres are among those already on board and it is hoped others, such as cafes and shops, will follow suit.

First-time mum Joanne Phillips was delighted with a welcome she received from one store when breastfeeding her son Alfie, who will be two on December 11.

Although nervous about breastfeeding in public, the 44-year-old from Eldene said she was pleasantly surprised by the response.

“When he was a week old I took him to see Father Christmas in town,” she said. “We went to the café in Marks and Spencer, where I found a quiet corner.

“It was a bit daunting but a member of staff came to check if there was anything I needed and I felt more comfortable.

“I now don’t think twice about it and will feed him on the bus, on the beach – anywhere. I’ve never had a negative response and after I’ve finished people sometimes smile and say how gorgeous he is.”

She now gives talks to antenatal groups at the Great Western Hospital and even donated her own milk, which was sent to a milk bank in Oxford for premature babies.

In 2012-13 77 per cent of new mothers in Swindon started to breastfeed, compared to the national average of 74 per cent.

Tina Bentley, 34, from Old Town, breastfeeds her six-month-old daughter Mia, and said she hoped venues would back the scheme.

She said: “I know now the places where I can go and feel comfortable, but for other mums who are just starting out, having this directory on hand would be very handy.

“Although I found breastfeeding in public a bit nerve-wracking at first, you get over it in no time and now it feels entirely natural.”

Mum-of-three Elena Rossi, 47, from West Swindon, works as a breastfeeding counsellor and is determined to help provide as much support as possible.

“I’m Italian and nobody pays the slightest bit of attention there,” she said. “I moved here 16 years ago and breastfed two of my babies in Swindon.

“Although generally it was fine, I did encounter the odd awkward moment. Sometimes all it takes is one comment or disapproving look to put women off breastfeeding when out and about. The Breastmates group is a great ice-breaker for mums, and pregnant mums are also very welcome to come and gain some insight in preparation.”

Fiona Dickens, public health programme manager at Swindon Borough Council, said: “We want to provide breastfeeding mums with as much encouragement and help as possible.

“Breastfeeding gives babies the healthiest start in life and there’s a fantastic local support network in the borough to call on. Businesses can also boost their profile and show their support by joining in the national scheme.”

Visit www.swindonbreast mates.co.uk. Businesses can sign up to the Breastfeeding Welcome scheme at www.breastfeeding welcomescheme.org.uk.