Ninety women latched on their babies for a simultaneous breast-feed yesterday morning at the Big Latch On event - breaking last year's record of 64 latches.
Mothers and babies came out from across the region to the event, held at Carterton Events Centre, to celebrate and promote breastfeeding in the community.
The event is celebrated internationally and aims to normalise breastfeeding as the best and healthiest option for mothers and babies.
Coordinator for Breastfeeding Wairarapa, Clare McLennan-Kissel, said she was delighted with how the day went.
"It shows our community really supports breastfeeding and we are all so pleased with the turnout."
Women's Health Action has coordinated the Big Latch On throughout New Zealand since 2005 with funding provided by the Ministry of Health.
The event has gone global and New Zealand is now joined by 21 other participating countries.
Breastfeeding Wairarapa has launched a new community breastfeeding service that starts on August 26.
"Breast Friends" will provide mum-to-mum support at a weekly drop-in centre with locally trained breastfeeding peer counsellors.
Initially it will run fortnightly in Masterton and on the other fortnight it will alternate between Greytown and Featherston.
There are up-to-date details on the Breastfeeding Wairarapa Facebook page.