Safeway/Lucerne Foods - WHO Code Violation

[puddle]

I stopped by a Randall's (The name of Safeway stores in my region), and was horrified to see their store brand organic infant formula packaging. There were happy bottlefeeding infants right there on the package, front and center! Even the Nestle stuff uses happy bunny families. You can see the product here.

The website only shows their milk-based formula, but they also have an organic soy-based formula with similar packaging. The product is distributed by Lucerne Foods.

This is a clear violation of the International Code of Marketing of Breast-milk Substitutes which states that "Neither the container nor the label should have pictures of infants, nor should they have other pictures or text which may idealize the use of infant formula."

If anyone would like to join me in pointing out this oversight to Randall's (Safeway) and Lucerne Foods, you can contact them via the following:

Customer Service Center
Safeway Inc. - M/S 10501
P.O. Box 29093
Phoenix, AZ 85038-9093
1-877-723-3929

Online Comment Form


Lucerne Foods
5918 Stoneridge Mall Road
Pleasanton, CA 94588
U.S.A

Tel: [phone]
Fax: [phone]

Online Comment Form


Half the groceries in my basket were distributed by Lucerne Foods, so I had to run back all over the store to put them back.

[alllyssa]

The US was one of only 2 countries who didn't sign up to enforce this international code for marketing breastmilk substitutes. The companies couldn't care less if they are violating a "code" that they have no legal reason to abide by.

[songbh]

It's not surprising, but it is disappointing. And if our government won't endorse or enforce the Code, then that just means the burden to communicate about this issue falls all the more on consumers and NGOs. Kudos to puddle for writing a letter and boycotting the store brand. Please let us know if you get a response.

[puddle]

I'm not trying to debate the merit of the WHO Code itself. It is definitely not a perfect document. It was, however, carefully thought through. This company's packaging is blatantly going against the standards set forth in the code, and to me, that is unacceptable enough for me to no longer be able to support their company with my money. I am aware that the U.S. does not legally enforce the code, which does currently put the burden on us as consumers. The only way to make a company care about keeping these standards is if it becomes more expensive for them to ignore them.

As to why the code stipulates that a can of breast-milk substitute cannot show pictures of infants, it's not because a happily breastfeeding dyad will be convinced to switch to formula. It's because a mother who is struggling with breastfeeding and who is on the brink of giving up because she doesn't have any real support will see this image, and it's one more thing hiding in the back of her mind saying that babies on formula are perfectly happy and healthy. This image alone is not likely to be the straw that breaks the camel's back, but it's one image among hundreds that struggling mothers see.

I am well aware that some mothers and babies do have legitimate needs for formula. I think everyone in this forum is aware of that. I am very thankful that formula does exist and continues to improve for these circumstances.

If I ever receive a response, I will share it...although I don't really anticipate hearing back. I'm considering contacting the individual store directly because that store's manager may be more concerned about losing my business since they will be affected more drastically than the larger companies, although I doubt that the individual manager will be able to do much to correct the situation.

[phathui5]

A baby on a can of formula... drinking from a bottle... does this really encourage formula feeding?

Psychologically, yes. That's why the marketing people on there.

[annettemarie]

Just a reminder of the Lactivism guidelines:

Mothering Magazine and MDC have a strong commitment to the World Health Organization’s International Code of Marketing of Breastmilk Substitutes, which recognizes that advertising formula reduces the number of children that are breastfed and the duration of breastfeeding. The purpose of the code is "contribute to the provision of safe and adequate nutrition for infants, by the protection and promotion of breast-feeding, and by ensuring the proper use of breast-milk substitutes, when these are necessary, on the basis of adequate information and through appropriate marketing and distribution."

MDC's Lactivism forum is not the venue to debate the WHO Code. Questions about the Code can be asked respectfully, and we can certainly engage in critical thinking about the effectiveness of the Code, but this just isn't the place to argue against its existence.

As always, feel free to PM me with any questions.

[Can Dance]

I have written Safeway about this issue, also called them. I have taken pictures of their Safeway Organics formula with the happy smiling baby. it needs to be submitted to Baby Milk Action as a violation.
and no, I have never recieved a response.

[JamesMama]

Our local grocery store is the same...

http://www.motherschoiceformula.com/images/gentle.jpg