COLUMBUS, OH--(Marketwire - Aug 8, 2012) - New York City Mayor Michael Bloomberg's voluntary program, Latch On NYC, starts on September 3 as a way to encourage breastfeeding. This initiative limits the amount of baby formula samples distributed in New York City's hospitals, and also eliminates premium items distributed to moms by formula manufacturers. Nature's One®, the leader in organic baby formula, supports this initiative, citing the important health benefits of breastfeeding to a baby's development, such as:
- Lower risk for diabetes, ear infections, and respiratory infections
- Less frequent doctor visits
- Fewer prescription medications
- Lower chance of obesity and sudden infant death syndrome
But the health benefits passed on to children through breastfeeding are not the only perks that Latch On NYC hopes to create. The marketing budgets that are dedicated to the free samples and items provided to new mothers, such as gift packs containing diaper bags, formula, photo albums, and more, impact the price of formula. For women who are unable to breastfeed or choose not to, formula is costly.
"The mass distribution of free formula at hospital maternity wards sets parents at an unknowing disadvantage," comments Jay Highman, CEO of Nature's One. "Most importantly, free formula samples can risk undermining a mother's intention to breastfeed. Something else to keep in mind is that these items come at a cost. The price of many leading brand formulas is impacted by the big marketing dollars allocated for free samples and coupons, so that 'free' can of formula isn't actually free."
Over half of the hospitals in New York City have indicated their support for Latch On NYC, and others are expected to join the voluntary initiative, which is, according to an article from CBS News, "part of a nationwide effort to improve newborns' health by promoting breast-feeding for babies."
Hospitals in Massachusetts have also confirmed their intention to forgo giveaways from formula manufacturers, further enhancing the strength of this movement. Although Latch On NYC has not yet officially begun, NYU Langone Medical Center has already executed it and reports, according to the aforementioned article, "breast-feeding rates have surged from 39 percent of new moms to 68 percent since the program was implemented."
Highman goes on to note that Baby's Only Organic® formulas have never been distributed at maternity hospitals or to pregnant mothers. Nature's One is committed to using the highest quality ingredients in its organic formulas at an affordable price, and actively supports breastfeeding. Nature's One believes that breast milk is the best organic food choice for babies and hopes that other hospitals join the movement and that, ultimately, the initiative is able to achieve its goal of improving the health of newborns.
Founded in 1997, Nature's One is a pioneer in the field of organic baby formula. Over the last 15 years, Nature's One has dedicated its resources to spearheading the development of quality, organic products that provide the nutritional solutions parents need for their kids. Through research and development efforts, the company has created a product line that serves as a valuable dietary resource, including Baby's Only Organic® Formulas, Baby's Only Essentials®, PediaSmart® Organic Complete Nutrition Beverages, and PediaVance® Organic Electrolyte Maintenance Solution brands.