MUMS in Brentwood and Ongar have been touting the well-known mantra that "breast is best" in a bid to raise awareness of their support groups and networks.
The infection-fighting, nutritionally balanced and all-natural practice has long reigned superior to formula milk alternatives and, with Breastfeeding Awareness Week taking place a few days ago, many have been pushing to raise its profile further.
Brentwood has played host to the Breast Friends Cafe at The Ark Children's Centre, Becket Keys School, in Sawyers Hall Lane, every Wednesday for around four years.
Abi Johnson, a Breastfeeding Peer Supporter at the cafe, has been involved since its inception.
The 35-year-old mother of two from Ingrave said: "It is very important for people to know that we are here.
"We are a place where people can get support and also help others. It is more than just practical information – but there is a social side to it as well."
Taking advantage of summer's arrival, Ongar's Bosom Buddies, a breastfeeding support group, held a picnic and bake sale at the Youth Centre, off Fyfield Road, as part of the awareness week.
Liz May, a Breastfeeding Network (BFN) volunteer, organised the event. She said: "It was great and we even raised a good bit of money for the group.
"The turnout was good and everyone enjoyed themselves. Breastfeeding and having a baby can be a stressful time.
"It is like trying to ride a bike from a book. Once you get it it's easy, but without some help it can be very hard to get the hang of.
"I have been volunteering with the group for over a year now. I got involved to pay them back for all the help they gave me. It isn't just a practical, advice-based thing.
"Mothers can often end up stuck in doors and these groups can get you together with other people."
The mother of one, who is also a member of local pressure group the Ongar Mums, added: "It is a social thing, you can make friends for life at these groups and I know I have.
"Being with people in the same situation as you can be a great help.
"Seventy-four per cent of new mothers in the UK initiate breastfeeding after birth so we hope that our support group, set up by the Ongar Children's Centre, will give mums in the area access to help so that they can continue in their choice to breastfeed."
The 41-year-old, of Landview Gardens, Ongar, continued: "Grandmas, aunties and new dads are welcome at our events.
"Women are much more likely to breastfeed for longer when they have their partner's support."
The groups are generally a mix of new mums and volunteers who have breastfed their own babies in the past and have had training in breastfeeding support.
Marie Lewis, NHS Health Visitor for Ongar, said: "Research shows that breastfeeding is the healthiest way to feed your baby.
"Mum's milk gives your baby all the nutrients they need for around the first six months and it's important beyond six months too.
"It helps to protect your baby from infection and other diseases, and as a mum, it also reduces your chances of getting some illnesses later in life.
"Breastfeeding also helps you and your baby to get closer, physically and emotionally, so while you are feeding your baby the bond between you grows stronger."
The Little Stars Children's Centre in Ongar is currently looking for the next generation of breastfeeding support volunteers.
Any prospective volunteer is given in-depth training of two hours a week for 14 weeks and is conducted by BFN supervisors with funding provided by Essex County Council.
For more information about the course and the open event on July 17, call 01992 575 175.
Also recruiting is the Breast Friends Cafe, who only ask that you have breastfed your own children and can give one Wednesday a month.
