Vision: *Breastfeeding will be the norm in San Diego County for at least the infant’s first year of life and preferably longer. *All healthcare professionals in San Diego County will be knowledgeable about, promote, and provide support for breastfeeding. *Every lactating person will have access to the information, resources and community support necessary to breastfeed for as long as they and their child wish. *The San Diego County Breastfeeding Coalition will be recognized as the key coordinating resource for breastfeeding issues and support in San Diego County. Values: -Breastfeeding is a health, social, ecologic, and economic resource for our community. -Mothers have the right to make an informed decision regarding their child’s feeding. -Community acceptance and support are integral components of breastfeeding success. -Health professionals, business leaders and policy makers have a vital need for access to accurate information, and play a critical role in the support and promotion of breastfeeding. -Breastfeeding is an integral component of parenting, and the family an essential part of breastfeeding support. -Mother-to-mother support, peer counselors, doulas, childbirth educators and other support persons play a vital role in promoting and supporting breastfeeding in the community. -We provide current, accurate, scientifically valid and culturally sensitive information. 2019 Goals Protect, promote and support breastfeeding through increasing access to lactation education in our community. Protect, promote and support breastfeeding by establishing diverse community partnerships across sectors to leverage shared missions around breastfeeding. Promote, protect and support breastfeeding by publicly advocating in all forms of media. Protect, promote and support breastfeeding by ensuring that the SDCBC will be fiscally sound and self-sustaining.