Finally, we need to shift our food culture. People need to understand food marketing, where their food comes from and how to cook it. More importantly, we, as health professionals, need to make sure that we are all saying the same thing. Messages are delivered by lots of different people and if a new mother is hearing a different message from the worker in the children's centre, their health visitor or their midwife, then they are going to ignore it and go elsewhere for their information. Age appropriate, consistent messages are therefore something we really need to deliver.