GLICKMAN PROCLAIMS WIC NATIONAL BREASTFEEDING WEEK
                                                    Release No. 0229.97
                                                                         
                                          Johna Pierce   (202) 720-4623
                                                    johna.pierce@usda.gov
                                            Darlene Barnes (703) 305-2039
                                              darlene_barnes@fcs.usda.gov


GLICKMAN PROCLAIMS WIC NATIONAL BREASTFEEDING WEEK

     WASHINGTON, July 14, 1997- Agriculture Secretary Dan Glickman today proclaimed
the week of August 1 through 7, 1997, as WIC National Breastfeeding Week.

     "WIC gives us an unparalleled opportunity to encourage breastfeeding in the
U.S.," Glickman said.  "Medical authorities agree on the benefits of breastfeeding for
both mothers and babies.  With 45 percent of the babies born in the U.S. being served
by WIC, we really do have direct access to get the breastfeeding message to new
mothers."

     USDA's Special Supplemental Nutrition Program for Women, Infants, and Children -- popularly known as WIC -- will kick off its national breastfeeding promotion
campaign on August 1.

     The WIC Program provides its clients with supplemental food, nutrition
counseling and education, and access to health services through federal grants to
states.  Studies have shown that each WIC dollar spent on prenatal care can save up to
three dollars in Medicaid costs for mothers and infants in the first 60 days after
birth.  In addition, WIC increases the likelihood that participants will receive
prenatal care; WIC improves their health, reduces the number of premature births, and
decreases infant deaths.

     The breastfeeding promotion project will be implemented initially by 10 pilot
WIC state agencies in Iowa, Arkansas, Nevada, California, New Jersey, West Virginia,
Ohio, New York, Mississippi, and the Chickasaw Indian Tribal Organization.  Additional
states across the country will participate as their resources permit, and the campaign
is available to all states.

     States will work to encourage breastfeeding among both WIC and non-WIC mothers,
using radio, television, and billboard advertising, plus pamphlets, posters, and other
support materials featuring the campaign's slogan, "Loving support makes breastfeeding
work."

     Acting Under Secretary for Food, Nutrition, and Consumer Services Mary Ann
Keeffe said the campaign will seek to change the attitudes of the public toward
breastfeeding, but will also put special emphasis on reaching health providers. 
"Health care providers have a major influence on the decisions of new mothers to
breastfeed," she said.  The campaign's goals are to increase the initiation and
duration of breastfeeding and to increase the number of referrals to WIC for
breastfeeding support, all while increasing the general acceptance of breastfeeding in
the United States.

     The breastfeeding promotion campaign supports the Healthy People 2000 goal of
increasing the incidence and duration of breastfeeding.  Research shows that while
people are aware of the benefits of breastfeeding -  including faster recovery from
pregnancy and increased immunization passed from mother to baby -  there still are
barriers that prevent many women from breastfeeding.

     "Many women both in and out of the WIC program are still reluctant to breastfeed
because they are embarrassed or because their families don't support it," Keeffe said. 
"WIC has always actively promoted breastfeeding, but we realized that we needed a
national campaign to make everyone aware -  mothers, fathers, families, and health
care providers  - that breastfeeding can bring great benefits to both the mother and
the baby."

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