This week marks the beginning of the annual World Breastfeeding Week (August 1-7), which is celebrated in more than 120 countries, including China. This year the organizers, the World Alliance for Breastfeeding Action, have given the campaign's slogan an Olympic twist: "Mother Support: Going for Gold".

The group calls for greater support to enable mothers to exclusively breastfeed their infants for six months, and to continue with complementary breastfeeding (i.e. breast feeding alongside the introduction of solid food) for up to two years.

The "Breast is Best" mantra is being heard by more and more mothers across China. Currently around 70 percent of Chinese mothers breastfeed up to 4 months. This represents an increase from 64 percent in 2004. The government has set a target of 85 percent by 2010.