Breastfeeding provides every child with the best possible start in life. It delivers health, nutritional and emotional benefits to both children and mothers, and it forms part of a sustainable food system. But while breastfeeding is a natural process, it is not always easy. Mothers need support – both to get started and to sustain breastfeeding. In line with the theme “Support breastfeeding for a healthier planet”, WHO and UNICEF called on governments to protect and promote women’s access to skilled breastfeeding counselling, a critical component of such support. Breastfeeding counselling can help mothers to build confidence while respecting their individual circumstances and choices. Improving access to skilled counselling can also extend the duration of breastfeeding and promote exclusive breastfeeding, with benefits for babies, families and economies.