WIC Seeks Your Thoughts on Breastfeeding Excellence Awards

You might care about this because the U.S. Department of Agriculture (USDA) wants your feedback on how it recognizes outstanding efforts in supporting breastfeeding mothers and infants. The Food and Nutrition Service (FNS), a part of the USDA, is asking the public and other agencies to comment on its Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) Breastfeeding Award of Excellence. This award program acknowledges local WIC agencies and clinics that do an excellent job promoting and supporting breastfeeding. This is not a new program. It is a revision of an existing way to collect information. The Child Nutrition Act of 1966 requires the USDA to have a program that recognizes these agencies. WIC helps improve the health of millions of Americans each month. Breastfeeding is a key focus for WIC, and mothers are strongly encouraged to breastfeed their babies unless there is a medical reason not to. The information gathered helps FNS evaluate current breastfeeding programs and decide who receives awards. This program aims to create examples of excellent breastfeeding support and motivate local agencies to improve their services. The goal is to make the application process easier for local agencies. What is particularly interesting about this document is the USDA's ongoing commitment to improving breastfeeding support through recognition. The WIC Breastfeeding Award of Excellence helps highlight and share best practices across the country. It encourages local WIC agencies to continuously strengthen their programs. The legal requirement for this award program shows how important breastfeeding support is considered at a national level. This notice also points to a positive change. FNS plans to simplify the application questions and instructions for local agencies. This means applying for the award should become less burdensome for the agencies doing the good work. Also, the system used by WIC state agencies to evaluate applications was updated in 2025. These changes show an effort to make the award process more efficient and user friendly for everyone involved. By recognizing successful programs, this award helps ensure WIC continues to provide mothers and infants with the best possible care. Several groups will find this legal document very relevant. WIC local agencies and clinics, as well as WIC state agencies, are directly involved. They are the ones who apply for and evaluate these awards. Public health professionals, especially those working in maternal and child health or nutrition, will be interested in the criteria for excellence and the program's impact. Organizations that advocate for breastfeeding and parental support will also find this document important. Academic researchers studying public health policy, nutrition programs, or the effectiveness of government initiatives might also look at this information. Finally, any WIC participant, or anyone interested in the quality of care provided by the WIC program, might be interested in how the government recognizes and encourages strong breastfeeding support services. Anyone who wants to help shape government programs can provide comments. The deadline for comments is May 11, 2026.