In Manhattan, Amanda Cole, who owns Yummy Mummy on Lexington Avenue, is busy rounding up as many moms as she can for the Big Latch On—a simultaneous breastfeed this Saturday across the country—to break the record.

“Embrace your motherhood,” she says.

Cole says in New York, breastfeeding isn’t as taboo as it is in other parts of the country.

“I think it’s becoming more and more normal, more and more comfortable for people,” she says.

Cole calls breastfeeding a “beautiful experience” that has physical and emotional health benefits for both mother and child.

“Babies who breastfeed have lower risk of ear infection, respiratory infections, and SIDS as well. For mom, lower risk of breast cancer, ovarian cancer, postpartum depression,” she says.

For more information you can check out www.biglatchon.org.

Source: http://newyork.cbslocal.com/2011/08/02/upper-east-side-store-owner-trying-to-help-break-breastfeeding-record/