More than 60 businesses across Devon have signed up to a new campaign to promote breastfeeding.
The county council wants to create a network of places where mums can feel comfortable about feeding when they are out and about.
In Devon, of the 74% of mums who start breastfeeding, only 50% are still feeding their children themselves within just a few weeks.
But many mums feel self conscious about breastfeeding, particularly in public places.
Public Health Devon has launched its Positive About Breastfeeding scheme to encourage businesses to show their support to staff and members of the public.
Kayleigh Diggle, who runs a book shop in Tiverton, was one of the first to sign up.
Almost three quarters of mothers start breastfeeding (73%) but this drops to 44% at six to eight weeks. Just 45% of babies in the South West are breastfed after two months.