More mothers than ever are now able to breastfeed their children in public locally without the fear of feeling embarrassed.
Businesses across Keighley have signed up to the "breastfeeding welcome here" scheme, run by Bradford Council to encourage more mothers to breastfeed in public.
Breastfeeding peer counsellor co-ordinator Flora Jennings, of the Healthy Living Network, in Keighley, visited all the town's businesses to see which would sign up to the scheme and place stickers in their windows welcoming breastfeeders.
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She said she was pleased with the number of businesses that signed up, such as Sainsbury's and the Airedale Centre, but added that more needed to be done to change people's attitudes towards public breastfeeding.
She said: "I still think there is an issue out there about breastfeeding mums in public and it is always out of concern for other members of the public I think, in particular older customers.
"But, how did the older generations feed? In exactly the same way, that is what I don't understand. One owner of a café refused to join the scheme or put the stickers up because she thought she would lose business.
"But I know for a fact that breastfeeding mums who we support would have gone there if it signed up to the scheme, so she would have gained money."
Ms Jennings said she was pleased with the reaction of other Keighley business owners.
She said: "The owner of Bigfella's, on Cavendish Street, was fantastic, he was very enthusiastic and happy to display the stickers. It also has high chairs and special menus for children called Littlefella's.
"It is important to encourage mothers to breastfeed because it benefits both the mother and the baby in a big way.
"I think at the moment many mothers are scared to breastfeed in public in case someone complains and they are asked to stop - they get embarrassed.
"Some women are put off going out because they know they will have to feed their children in public, or in a toilet, which is not right.
"This attitude must change to encourage more mothers to breastfeed," she said.
A full list of businesses which have signed up to the scheme can be viewed at bradford.nhs.uk/children/babies/feeding.
Other businesses interested in joining should contact Ms Jennings on 01535 677177.
The scheme is supported by the Strategic Health Improvement Partnership, with Neighbourhood Renewal funding.
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