Milk for Thought’s Big Pink Bus for Breastfeeding Heads to Rochester

Jul. 27, 2011

Breastfeeding has been making headlines – from The Surgeon General’s Call to Action to the First Lady’s Let’s Move Campaign to a passionate advocacy and support network to multiple celebrity endorsements. And in Rochester this list includes research, which shows not only why breastfeeding and breast milk are important, but also how to best support breastfeeding mothers.  

Using this momentum, Milk for Thought is taking the energy, passion and dedication of the breastfeeding community on the road – for 45 days, more than 30 cities, and one goal, to support, empower and connect the breastfeeding community. The “Latch On America Tour” started July 14. Its Rochester stop is from 2 to 5 p.m. Friday (July 29) at the University of Rochester Medical Center’s Patient Discharge entrance on Crittenden Boulevard. Breastfeeding advocates at the event will highlight the community’s breastfeeding research and outreach efforts. It will also focus on the role support – from family, friends, community and employers – play in successful breastfeeding.

Goals of the Latch On America Tour include supporting the 20 steps of the Surgeon General’s Call to Action for breastfeeding, connecting new moms with lactation experts, increasing awareness for local breastfeeding resources and learning about and documenting the unique breastfeeding culture in each city. Along the way, a documentary crew will be capturing the amazing breastfeeding stories of mothers and advocates as well as profiling organizations that are taking action to empower breastfeeding moms.

When the road trip was announced, Milk for Thought founder Ryan Comfort was wowed by the passionate response from breastfeeding supports in cities and towns across the country – from Poughkeepsie to the Navajo Nation in Seattle – who rallied to bring the big pink bus to their city.

“The Latch On American Tour stated with an initial idea to rent an RV and drive cross country to meet all the amazing supporters and moms who are taking action for the breastfeeding community. Now, because of the excitement and overwhelming response we got, the trip has gotten bigger, 40 feet of pink bus bigger, with stops in more than 30 cities!” Comfort said.

“We are thrilled for the Latch On America Tour to Stop in Rochester. Rochester has a history of supporting breastfeeding, breastfeeding mothers and breastfeeding research,” said Ruth A. Lawrence, M.D., professor of Pediatrics and Neonatology at Golisano Children’s Hospital at the University of Rochester Medical Center, and international expert in breastfeeding research. “Rochester has a very supportive community for breastfeeding and we’re delighted to showcase that during our event from 2 to 5 p.m. Friday on the Crittenden Boulevard side of the Medical Center. We hope to inspire more community members, more families, more mothers and more employers to support breastfeeding mothers.”

Parking for the event is available in the parking ramp off the Elmwood Avenue entrance to Strong Memorial or in the new Saunders Research Building lot on Crittenden Boulevard.

“We are going to meet some incredible people and inspire others,” Comfort said. “Really, we are just honored to collaborate to provide real solutions and support not just to breastfeeding moms, but also to their support network.”

For more information on Milk for Thought or the tour, please visit