By outlining infant feeding trends and the essential characteristics of support groups, this paper reveals how important such groups and their development have been in shaping the history of infant feeding in twentieth-century New Zealand. The paper draws, in particular, on the histories, growth, and influence of the Royal New Zealand Plunket Society, Parents Centre New Zealand, and La Leche League New Zealand. It demonstrates the importance of such middle-class groups in changing practices and attitudes within society. In general, this paper is a call for recognition of the importance of lay support groups in the improvement of health outcomes.
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