Mrs. Ahlam Al Busaidy, Dy. Director General of the Royal Hospital inaugurated the World Breast Feeding week celebrations held at the Hospital from 1st to 7th November 2010. The celebrations were planned for both mothers of newborns as well as for the nursing staff. The activities included an informative scientific session, fun quiz contests and role plays for mothers on the theme “Breast Feeding, Just 10 Steps The Baby Friendly Way.” The highlight of celebration was the scientific sessions where speakers emphasized the importance of breast feeding as vital to the health and well being of the youngest Omani citizens. Violation of code of policy was stressed. Breast feeding is a natural step in the reproductive health, and continues from mother to child from generation to generation. If the practice is disrupted, it must be restored. Restoration not only requires resources, but also needs awareness and commitment. People must know that breast feeding is a mother’s right, a child’s right and a human right. The Royal Hospital delivery suite conducts more than 7000 deliveries per year. The Obstetrics and Pediatric departments are fully committed to breast feeding. Skin to skin contact upon immediate delivery is above 95%. Exclusive breast feeding and lactation establishment for mothers are guided and monitored by the BFJI coordinators.