This research project aims to: identify ways in which whanau Maori and in turn wahine Maori from Taranaki can be better supported to initiate and continue to breastfeed to the World Health Organisation's breastfeeding recommendations, in addition to achieving not only Whanau Ora, but also the Ministry of Health's breastfeeding targets. This is with specific focus on support and promotion in the community setting. Tikanga Maori will inform all aspects of this project. Ten to fifteen key informant interviews will be conducted with wahine Maori from Taranaki whom have breastfed within the last 12 months of the date of the interview. In addition, 2-3 focus groups will be undertaken with whanau Maori to explore wider perspectives of whanau and wahine Maori on breast-feeding support initiatives.