Who We Are


Families in Canada are supported to breastfeed. By 2030, 70% of children will be exclusively breastfed to 6 months.

Who is the BCC?

The BCC is a registered not for profit organization dedicated to the protection, promotion and support of breastfeeding and the implementation of the Baby-Friendly Initiative (BFI) in Canada. 

The BCC was established in 1991, as a Health Canada initiative following the World Summit for Children, to establish breastfeeding as the cultural norm for infant feeding within Canada. 

In 1998, the BCC confirmed its commitment to the Baby-Friendly Hospital Initiative (BFHI) and expanded the initiative to include community health services, reflecting the continuum of care. 

The BCC’s BFI standards provide evidence-informed best practice for all mothers and babies around infant feeding. 

As the national authority for the BFI, the BCC is committed to the protection, promotion and support of breastfeeding and informed decision-making regarding the use of human milk substitutes.

Our Purpose

The BCC provides national guidance and collaborative leadership for the Baby-Friendly Initiative (BFI). Our mandate is to oversee the implementation, assessment, and monitoring of BFI in Canada (except for the province of Quebec), and to ensure compliance with the BCC’s BFI standards in BFI designated facilities.

Our Strategic Plan

Looking to 2029

These are the key actions we will take to support our efforts in advancing our strategic priorities over the next five years. They include:

1. Be purposeful in our communication.
2. Co-create a shared vision for infant feeding data.
3. Strengthen cohesive connections.

Learn more about our strategic plan here:

Our Mission

We protect, promote, and support breastfeeding and informed infant feeding decisions by providing national leadership and guidance for the Baby-Friendly Initiative.

To help us achieve our vision and mission, our strategic priorities for 2024 to 2029 are as follows:

  1. Core strategic relationship

Prioritize integral connections with International BFHI Network, WHO Code partners, federal government, national intersectoral partners, and provincial/territorial governments, to integrate the BFI into national and provincial policies and standards.

  1. Commitment to quality improvement (QI):

Support national implementation of Baby-Friendly Initiative and the WHO Code.

  1. Sustain and transform BCC:

i.  Enhance functioning of Board and subcommittees

ii.  Secure short-term and long-term financial stability (e.g., income streams, donations, project grants)

iii. Increase BCC membership involvement


The BCC has many strategic partnerships including active membership with the International BFHI Network for Industrialized Countries, the International Breastfeeding Collaborative,  the Global Breastfeeding Collective, and a strong liaison with the Public Health Agency of Canada and the Canadian Pediatric Society. The BCC is engaged with Health Standards Organization/Accreditation Canada as part of the technical review committee for relevant standards and as a partner with the National BFI Quality Improvement Collaboration Project. The BCC has a collaborative relationship with UNICEF Canada.

International delegates from participating member states at the International BFHI Network for Industrialized Countries, The Netherlands, 2018

BFHI Network

Standing Committees


The Breastfeeding Committee for Canada (BCC) is a registered not for profit organization dedicated to the protection, promotion and support of breastfeeding as the normal method of infant feeding and the implementation of the Baby-Friendly Initiative (BFI) in Canada. The BCC is a volunteer organization that does not have any sustained public or private funding.

Membership is open to Canadians interested in voluntarily furthering the objectives of the BCC, who are not associated with a company whose products fall within the scope of The WHO International Code of Marketing of Breastmilk Substitutes (the Code), and subsequent, relevant World Health Assembly Resolutions. All applications are approved by the BCC Board. BCC membership categories and fees are described in the BCC Bylaws.



2024 Board Nominations Letter

Provincial/Territorial BFI Implementation Committee

The Provincial/Territorial Baby-Friendly Initiative (BFI) Implementation Committee (P/T committee) is one of two standing committees of the Breastfeeding Committee for Canada (BCC). Members, who represent all provinces and territories, as well as the Public Health Agency of Canada (PHAC), participate in activities that build capacity and foster dialogue and collaboration toward the continued implementation of the BFI in Canada.

The P/T committee provides a forum for ongoing dialogue, knowledge exchange and strategic collaboration across Canada through regular conference call meetings, email discussion, professional development opportunities and sharing of key resources. Some regions also meet regularly to discuss common priorities.


BFI Assessment Committee

The BFI Assessment Committee supports the BFI process in provinces and territories, organizing assessments, mentoring assessor candidates and reviewing, revising and updating the assessment documents.

The primary role of the BFI Assessment Committee is overseeing the assessment of hospital and community health services in partnership with the Provincial/Territorial Committee, and developing and refining the standards and tools necessary for the assessment process. This committee liaises closely with the BCC P/T BFI Implementation Committee to build P/T BFI expertise and capacity nationally.


Designated facilities

Introducing Canada’s new National Baby-Friendly Initiative Designation Plaque.

The artist, Mary Kate Woodward from British Columbia, was the successful respondent to the BCC’s Request for Proposal released in August 2021. Baby Love 2″ will now be the image used by the BCC in the plaque awarded to facilities that achieve Baby-Friendly Initiative (BFI) designation.

Line drawing of mother breastfeeding infant

BFI Designated Facilities in Canada


Canadian children are breastfed