This significant achievement reflects the team's ongoing dedication to increasing breastfeeding rates and enhancing the care provided to mothers and their newborns. The BFI award is considered a gold standard, aiming to give infants the best possible start in life. Reaching Level 3 involved a comprehensive review of policies, new staff training, and the consistent application of Baby Friendly standards in daily maternity care.
The Baby Friendly approach is integrated into the island's maternity services, ensuring that infant feeding and parent-and-baby relationship support are central to everyday practice. Nikki Beadle, Baby Friendly Lead Midwife, highlighted that achieving this accreditation required a cultural shift, with staff demonstrating their knowledge and engaging with families about their experiences.
“"Achieving Baby Friendly accreditation is a huge accomplishment for our maternity team, and I am extremely proud of how our staff have embraced learning and embedding the Baby Friendly Standards into everyday care. Being able to support families to make informed decisions around feeding and developing close and loving relationships with their baby is vital, as we know the early days, weeks and months are critical for supporting baby's growth, development and emotional wellbeing. For us as a team, BFI accreditation is more than an award; it represents a culture where babies, parents, and families are at the heart of everything we do."
A new mother, Lucy, shared her positive experience under the care of the Isle of Wight's maternity team, praising the support received with her baby Hugo's feeding journey. She described the initial feeding experience as calm and peaceful, with midwives offering encouragement. Support was also provided for using harvested colostrum and addressing latch issues, with timely postnatal visits and referrals for further assessment.
Lucy further commended the infant feeding support team for their targeted exercises and reassurance during Hugo's tongue-tie release. She stated that every member of the maternity staff encountered had been incredibly supportive, making their feeding journey smoother and more comfortable.
Alison Werfalli, Group Director of Maternity and Midwifery at the Isle of Wight NHS and Portsmouth Hospital University NHS trusts, expressed pride in the team's accomplishment, emphasising the dedication and hard work involved. She noted that the journey continues, with plans to build on this success towards achieving the UNICEF UK Baby Friendly Gold Award and sustaining high standards long-term.
