FOR all those mums who may have been made to feel conscious about breast-feeding their babies in public the launch of a new parent friendly charter on the high street should pave the way for a more positive experience.

The Parent Friendly Places Charter, the brainchild of the NCT (National Childbirth Trust), aims to make the high street a more supportive place for parents with very young children.

Starbucks is the first retailer to adopt the charter, pledging to provide a parent-friendly environment in 800+ stores across the country.

The Charter commits to ensuring a supportive environment for parents, particularly when it comes to feeding their child whether by breast, bottle or high chair - or a mix of all three.

A training programme, designed by qualified professionals from NCT, has been delivered by Starbucks to its baristas across the country. The training increases understanding of the needs of parents with young children or babies so parents can feel confident to ask for help where needed. Starbucks stores will also display the NCT Parent Friendly Places badge window sticker, alongside the Charter.

NCT hopes their work in developing the Parent Friendly Places Charter with Starbucks will lead the way for others on the High Street to offer a welcoming environment for young families.

The Charter recognises the work of partners who commit to ensuring they are 'parent friendly' by offering a warm welcome for families; a place where they can feed their baby or toddler in comfort knowing staff will be supportive and without judgment; help from staff will be available if parents need assistance, for example, when finding seats or carrying anything and an open and responsive approach will be given to their feedback.

Mum-of-five, Ruth Weston, who runs Bradford-based Aquabirths, recalls the nightmare of taking her children - who range from 11 to 21 - to shopping centres when they were young and talks of how it actually impacted on her future shopping habits.

But Ruth believes the culture is changing and welcomes the fact that it is now 'more normal and expected' for staff to support parents with young children in their shops and cafes.

"I think it is great that the NCT are doing it because it is giving another shove in the right direction as these are people who spend money - these parents and when the children grow up as well - they will spend money."

Yeadon mum-of-three, Vicki Gilbert, who also breast fed her children, recalls receiving a mixed reaction when feeding them in public.

"You get some dirty looks and tutting and shaking of heads and when I felt able to I would challenge people because it is absolutely wrong to make somebody feel uncomfortable. It is the most natural thing in the world."

Welcoming the NCT's new Parent Friendly Places Charter, Vicki, who runs TinySigners, offering signing sessions for young children, added: "I think it is brilliant and they should totally be supported."

Dr Sarah McMullen, Head of Research and Quality at NCT said: “We are proud to launch the first Parent Friendly Places partnership on the High Street with Starbucks, so that parents with young children feel welcome and supported when they walk into a store.

“We know from our members, that many struggle with unwanted attention and comments on their feeding method whether it’s by breast, bottle or in a high chair, when out and about with their baby or child. It’s important that parents feel reassured they have the support of staff and won’t be judged. We also know that it can be a challenge for establishments to understand and assist with the needs of parents with very young children.

“We believe this Charter will address the challenges parents face on the High Street and hope that other retailers will follow suit in becoming more parent-friendly.”

Rhys Iley, vice president of operations for Starbucks EMEA said: “We want all of our customers to have a good experience at Starbucks and we recognise that parents out on their own with very young children, sometimes for the first time, appreciate some support.

"Our collaboration with NCT and its members builds on our existing customer service principles and through working with NCT we have already refreshed our training and improved our facilities.

“We hope parents of young children visiting our stores will let us know, there and then, if there is anything we can do to improve their experience. We welcome feedback as this is just the start of an evolving collaboration with NCT and its members.”