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ABM > Pams Prize > The Pamela Lacey Award 2025

The Pamela Lacey Award 2025

The Pamela Lacey Award (Named in memory of our chair who sadly passed away in 2010) celebrates breastfeeding supporters who go the extra mile to make a difference to the breastfeeding journeys of families who use their services. Breastfeeding supporters are often volunteers, or work for the voluntary sector, and too often they are the unsung heroes. We want to make sure that the huge impact that they have on these families' lives is recognised and celebrated.

We are proud to announce that the winner of the Pamela Lacey Award for 2025 is Milk Matters Haverford West!

Milk Matters Haverfordwest was established in the aftermath of the COVID-19 pandemic by a group of dedicated volunteers, led by Laura, a trained breastfeeding supporter. The group emerged from the recognition of a deep need for accessible, compassionate, and woman-to-woman breastfeeding support within the community.
Originally inspired by the life-changing experiences shared at a local NHS-run breastfeeding group, Laura witnessed first-hand how peer support could empower mothers through physical, emotional, and social challenges. Determined to continue this vital work, she began running informal sessions with her two young children in tow, quickly earning a reputation in the community as the go-to “Boob Lady” – offering evidence-based breastfeeding information, tea, and a welcoming space.
As demand grew, Milk Matters moved to Scolton Manor Country Park, where the group found a long-term home in the café’s cosy ‘cwtch’ room. The group prioritises a holistic approach to breastfeeding support, combining education with emotional care, safe social spaces, and strong links with local health professionals.
Now in its fourth year, Milk Matters is supported by a team of seven trained breastfeeding volunteers – Elisha, Fiona, Rachel, Kathryn, Kinga, Sarah, and Laura, who all balance their work with family life. Together, they provide inclusive, empathetic, and knowledgeable support to families across Haverfordwest and beyond.
The group is actively involved in community outreach, regularly distributing information through healthcare providers and parenting groups. Listed on hospital discharge information for new parents, Milk Matters is also building collaborative ties with midwives, health visitors, IBCLCs, and the local Infant Feeding Coordinator to strengthen the local support network.
In addition to weekly meetings, Milk Matters hosts annual events for World Breastfeeding Week and community celebrations, all aimed at raising awareness and strengthening connections. Future goals include delivering antenatal sessions in line with the Baby Friendly Initiative’s Theory of Change, focusing on maternal wellbeing and informed peer learning.
Milk Matters is more than a breastfeeding support group , it is a nurturing community that values the realities of motherhood. It offers a vital sense of belonging, empowerment, and resilience for women navigating their infant feeding journeys – a modern-day village built by and for mothers.
 
Here’s what some of the lovely nominations said:
 

 

“I found Milk Matters online and Laura made me feel welcome immediately. She supported me at a time when I felt lonely and without my network…Laura is so welcoming and insightful. As well as helping me, I have witnessed her build a community of women who together have supported each other and rasied awareness of breastfeeding via events and even MP outreach”

 
“I always feel better after being there, and I’m very grateful for the support, and even if I can’t make the group, our WhatsApp group is always there for advice too”
 
“Laura made me feel so comfortable and at ease, and helped with my son’s latch. I’ll be forever grateful for Milk Matters and the warm, friendly start Laura gave me at the beginning of my journey…I owe all of this to this group and have gained some lifelong friends too”

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About Pam

In November 2010, our chair Pam Lacey passed away. Pam had touched the lives of countless families but also encouraged many other women to train and go on to support others with her infectious humour, wisdom and determination.

Pam’s Prize was set up in her memory. It is a way to give recognition to the way volunteer breastfeeding counsellors make a difference to so many families in their time of need. We wanted to celebrate those who go the extra mile as Pam did.

Previous Pam’s Prize Winners

Pamela Lacey Award 2024

Pamela Lacey Award 2023

Pamela Lacey Award 2022

Pamela Lacey Award 2019

Pam’s Prize Winner 2018

Pam’s Prize Winner 2017

Pam’s Prize Winner 2016

Pam’s Prize Winner 2015

Pam’s Prize Winner 2014

Pam’s Prize Winner 2013

Pam’s Prize Winner 2012