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We all know that breast is best, but that doesn’t mean breastfeeding is easy. And despite public health campaigns, blogs and editorials that champion a woman’s right to feed her baby however, whenever and wherever necessary, the reality of breastfeeding can feel less like a right and more like an, “Oh, right. THAT again?”

Newborns can eat upwards of 12 times a day (and even more during growth spurts), and it’s hard mediating a baby’s need to feed with a mom’s need to leave the house and get stuff done/seek human contact with non-infant persons.

But a group of Montrealers are out to change that, one feeding station at a time. And by “feeding station” we mean actual businesses a woman would want to visit. The group has created a “milk route,” a series of businesses that have posted signs on their doors welcoming mothers to drop in and nurse, hassle-free. If a mom who spends some feeding time in an establishment wants to spend the money she saved on formula there, she’s welcome – but not obliged – to do so.

Breastfeeding in public is a human right, but this campaign takes that right beyond begrudging acceptance to an open-armed welcome of moms and their hungry babes. And if that’s not the milk of human kindness, what is?