The importance of breastfeeding babies will be stressed this Saturday at the Kelowna Farmers’ and Crafters’ Market.

The annual Breastfeeding Challenge, held in conjunction with similar events elsewhere, will see women latch their children at 11 a.m.

“Families are invited to attend the event, register to be counted and enjoy time with community,” states a release from the event organizers, the Kelowna Breastfeeding Cafe and Kelowna Community Resources.

Breastfeeding is associated with reduced infant mortality, and provides many short- and long-term benefits, advocates say.

“This event is intended to normalize breastfeeding, offer a collective hug or high-five to those who wish to celebrate, and be a show of support those who need it,” the release states.