Improving Outcomes Through Evidence-Based Maternal and Newborn Care
The Baby-Friendly Initiative (BFI) is an internationally recognized quality improvement framework that helps healthcare organizations strengthen maternal and newborn care through evidence-based policies and practices.
Health Canada recommends implementing BFI practices in hospitals and community health services as part of its guidance on infant nutrition and feeding support. Organizations that implement BFI consistently achieve stronger breastfeeding outcomes, more consistent care practices, and improved patient experiences.
For healthcare leaders, BFI provides a practical approach to improving quality, advancing equity, supporting staff, and delivering long-term value.
Why Organizations Pursue BFI Designation
Better Health Outcomes
BFI implementation is associated with:
- Higher rates of breastfeeding initiation and exclusivity
- Longer breastfeeding duration
- More consistent evidence-based care
Improvements seen with BFI implementation contribute to:
- Reduced infant illness and infections
- Lower hospital readmissions
- Reduced risk of childhood obesity
- Improved maternal health outcomes
Supporting Quality and Equity
BFI helps ensure families receive consistent, evidence-based infant feeding support regardless of their circumstances or point of entry into the healthcare system.
The framework aligns with key organizational priorities, including:
- Quality improvement and accreditation
- Patient- and family-centred care
- Health equity initiatives
- Population health strategies
- Preventive care and sustainability goals
Rather than creating a separate program, BFI strengthens and aligns existing maternal-newborn services.
Delivering Value
BFI is a preventive health investment that supports better outcomes and more efficient use of healthcare resources.
Improved breastfeeding outcomes are associated with lower healthcare utilization, reduced downstream costs, and better long-term population health. Research shows that investments in breastfeeding support generate value through improved outcomes for patients, families, and healthcare systems.
Strengthening Staff Capacity
Organizations implementing BFI benefit from:
- Structured staff education
- Standardized policies and practices
- Interprofessional collaboration
- Stronger continuity between hospital and community services
These supports improve staff confidence while promoting consistent, high-quality care.
A Supported Process
The Breastfeeding Committee for Canada (BCC) provides mentorship, implementation guidance, educational resources, and quality improvement support throughout the BFI designation process.
The Value of BFI Designation
BFI Designation demonstrates a commitment to evidence-based maternal and newborn care and continuous quality improvement.
Through BFI, healthcare organizations can:
- Improve maternal and infant outcomes
- Advance quality and equity goals
- Reduce preventable healthcare costs
- Strengthen staff knowledge and confidence
- Support sustainable, high-value care delivery
As healthcare systems increasingly focus on prevention, quality, and value-based care, BFI offers a proven framework for achieving meaningful and measurable improvements in maternal and newborn health.
Learn More
Watch: BFI Call to Action Video
Read: Baby-Friendly Initiative Process & Costs for Canadian Hospitals, Birthing Centres, and Community Health Services (prices effective January 2027)
Contact Us: BFI Assessment Committee