The ability to produce milk is a natural consequence of giving birth, yet breastfeeding is a learned skill and always has a cultural context. Many of our mothers and grandmothers were separated from their babies, told to breastfeed four-hourly and harden their nipples during pregnancy. It amazes me that anybody managed to breastfeed under that regime, so it always means a lot to see grandmothers coming into our Baby Cafes who are keen to find out more and who are willing to help and support the next generation in a way that was denied to them.

It's five years since co-founder Julie Williams secured funding from the government's Infant Feeding Initiative to set up and run a drop-in centre for pregnant and breastfeeding women. We sat around racking our brains for a concept that would get the women in through the door.

We came up with the idea of the Baby Cafe. Our hope was that by tapping into popular cafe culture, using an eye-catching name and logo, we could rebrand breastfeeding as modern, normal, relaxing and a part of everyday life. We wanted to reach out to mums from all sectors of the community, but in particular to focus on young mums and those from disadvantaged backgrounds who often do not access the services on offer.

As the founders, we have coordinated the national development of the Baby Cafe model and we self-funded the trademarking of the name, in order to ensure the same high-quality service in every cafe. There are now over 50 across England. They are located in warm and welcoming play centres, community centres and Sure Start schemes and are funded by NHS trusts, Sure Start projects, primary care trusts or community grants.

The cafes are usually open once a week for a couple of hours. The women who come can get a decent coffee, tea or juice and comfy chairs, just as in any cafe. Then, if they need to feed their babies they can feel uninhibited about it - feeding in front of others is a big issue for many women. One mum recently told me: "It's amazing how discreet you can be with breastfeeding. Watching others helped me overcome my anxieties about feeding in public."

If somebody needs advice, those of us employed as skilled practitioners - I am a lactation consultant, but also health visitors and midwives - help the women in a "hands-off" way. Mums need to feel competent at handling their baby, watching for feeding cues and latching them at the breast. Inappropriate handling of mum and baby only stresses everyone and creates another obstacle to overcome.

The scheme has been so successful because women from the community support each other. Some mothers have been trained to work as volunteer peer supporters, which has proved effective. The nature of society today means there are few opportunities for parents to learn about baby care, infant feeding and parenting from people who have "been there, done that" with a breastfed baby.

Our approach allows breastfeeding women to meet each other, share experiences and help each other as they might have done in the past. So, at Baby Cafes, mums have the opportunity to discuss all aspects of breastfeeding, parenting, working and family life.

It's also important to get pregnant women in so they get to see babies of all ages being held, comforted, rocked, breastfed. They can observe and understand how life with a three-week-old baby differs from life with a three-month-old. If you've been chatting with breastfeeding mums who are back in their normal clothes, makeup on and who have time to finish a conversation, but who tell you that in the first few weeks they were still in a dressing gown at 2pm, you might be better prepared when it happens to you. Or, if you are wondering how to manage the night feeds, then chatting with other mums about how they have coped can be reassuring and provide some realistic tips.

Baby Cafes are open to anyone supporting the breastfeeding woman. A baby's father and grandmother have a powerful impact on whether breastfeeding is started and continued. It's not uncommon to hear dads saying: "I'm not going to have her breastfeed in front of my mates," or believing that they need to feed the baby to bond. More information and education is needed.

The Baby Cafe model has been a great success. We're now pursuing charity status so we can expand the service and reach more women.

· Catherine Pardoe was talking to Jane Hutchinson.