Print Page

The C.A.R.E-Code Alliance

The C.A.R.E-Code Alliance is the first-ever alliance of companies, professionals, and organizations to put positive pressure on the Booby Traps® to help make the 360 degree world around expecting and new moms safe, supportive and positive when it comes to infant feeding– in hospitals and health providers’ offices, in stores and public spaces, at work and among friends and family.  Our Allies are making a long-term investment in protecting healthy infant feeding and are positioned as trustworthy for expecting moms, new parents, and the public. 


Special thanks to our sponsor Leading Lady for help designing the seal!

Moms deserve the C.A.R.E.-Code Alliance.  Daily they are being bombarded with information about infant feeding from everywhere, but not all of it is reliable, and much of it undermines infant feeding decisions and breastfeeding success rates. All expecting and new moms deserve to know what businesses have their backs during the most vulnerable period of motherhood, just as they deserve to know which car seat is safest, which health care providers to trust, and which blogs or websites to turn to for accurate information. Following in the footsteps of other trusted seals, the C.A.R.E.-Code Alliance steers consumers toward those businesses with an attractive and instantly recognizable symbol. Every company that has earned the right to call itself WHO-Code Compliant deserves to be recognized.

The C.A.R.E.-Code Alliance program and its seal rewards and recognizes businesses that protect healthy infant feeding by marketing them to moms and the media.  All of our Allies pledge to uphold a core set of criteria — the Best for Babes Credo and the WHO Code (see below) — which has the added effect of raising mainstream awareness of the WHO Code and of the importance of positive messaging for breastfeeding. The Alliance also enables Best for Babes® to work collaboratively to advocate for moms through the formal support of a variety of stakeholders.  And it potentially provides a long-term solution to providing ethical funding for public health organizations, e.g., The American Academy of Pediatrics, the World Health Organization.

By joining our Alliance, you will demonstrate your company’s commitment to helping mothers and babies, build employee morale, and increase the value of your brand!

We accept applications from manufacturers, retailers, restaurants, bloggers, media outlets, social media groups, mom outreach businesses, education and support service businesses, nonprofits, health and disease foundations, and coming soon, physicians!   Our Allies come from both within and outside of the breastfeeding arena and industry.  Together, we can create lasting change that improves the health and well-being of moms, babies, and society! 

Click here to see a current list of Companies Who Truly Care about moms and babies.

Click here to view 2014 Benefits for Allies. 

All prospective C.A.R.E.- Code allies should read The State of Breastfeeding to better understand the current challenges moms and their babes face when it comes to breastfeeding.

What is C.A.R.E.- Code?

C: Cheering and encouraging moms with positive messages.

A: Accepting, accommodating and non- judgmental about parents’ feeding decisions.

R: Referring to or Recommending expert lactation help as appropriate.

E: Evidence-based information is the standard in all communications.


Manufacturers must be fully compliant with the WHO Code.

Retail, Media, Non-profit, Education, and Mom Outreach & Marketing Organizations must be educated about the WHO Code and uphold critical core tenets.  (Under development: more information to follow.)

All Allies must read the following:

-our document, “What is the WHO Code?

All Allies agree to read and uphold the following:

-the Best for Babes Foundation Mission and Credo

Participation in BFB’s C.A.R.E.- Code Alliance requires an annual donation of $300 which is tax-deductible in the United States and which covers the costs of our program director, marketing, PR, media, and outreach expenses, and administrative costs.  Annual fees collected between November  1 and December 31 will apply to the following calendar year.

How can my company or organization join? Please submit the application form below to be considered for the C.A.R.E.- Code Alliance. Applications are promptly considered by the Compliance Review and Vetting Panel, whose members include Marsha Walker, Executive Director of the National Alliance for Breastfeeding Advocacy, which also serves as the WHO-Code monitoring organization for the United States.   Prospective Allies are reviewed, vetted and monitored throughout the year for compliance with the WHO Code and our C.A.R.E.- Code criteria.The review process includes a thorough review of your company’s marketing and promotion materials by at least 2 members of our committee.

Upon review and acceptance of your application, your company or organization will be notified and invoiced for the annual fee. (Any applicant which cannot join C.A.R.E.- Code, for any reason, will be contacted with details regarding that decision.)

To join the C.A.R.E.- Code Alliance, please submit the following form: (Having problems with the form? Other questions? Email