23 October 2026
The Neonatal Unit at The Shrewsbury and Telford Hospital NHS Trust (SaTH) has achieved UNICEF Baby Friendly Initiative Stage 3 accreditation.
The UNICEF UK Baby Friendly Initiative (BFI) is a global programme that helps health professionals support families with infant feeding and building close, loving relationships with their babies, giving them the best possible start in life.
Based at the Princess Royal Hospital (PRH) in Telford, the unit achieved Stage 2 accreditation in July 2025 and has now been awarded Stage 3.
The accreditation recognises that families are consistently receiving high-quality care, infant feeding support and relationship-building guidance in line with baby friendly standards. The award is based on feedback from parents and demonstrates that best practice has become embedded in everyday care.
Neonatal Baby Friendly Lead Sam Petridis said: “As Neonatal Baby Friendly Lead, I am delighted that we have achieved Stage 3 accreditation, recognising our commitment to supporting families and helping parents build close relationships with their babies while achieving their feeding goals.”
Dr Sanjeev Deshpande, Consultant Neonatologist at PRH, said: “This award reflects our commitment to providing the highest standard of care for babies and their families.
“Each stage of the assessment process is demanding and rigorously evaluated. Achieving this accreditation has required dedication from every member of the neonatal team, working together with a shared commitment to supporting families.
“Parents have played a vital role in this achievement. Their involvement, alongside the support and empowerment provided by our neonatal team, is central to everything we do. This accreditation is recognition of the outstanding care and support delivered every day.”
Rachel, a parent, who took part in the Stage 3 assessment, said: “Last October I had my daughter, Ada-Rose, at 31 weeks. It was a huge shock, especially after having two full-term deliveries. I felt emotional and vulnerable, but as soon as she was admitted to the neonatal ward, the support we received from both the nursing and medical teams was incredible.
“The care and compassion they showed made a positive difference to my recovery after an emergency caesarean section. They not only looked after my little girl but also made sure I was taking care of myself.”
Grace, whose daughter Josie was born at 25 weeks, said:
“The nurses at Telford helped build my confidence in caring for Josie at a time when everything felt incredibly difficult and overwhelming. They always encouraged me to be involved in her care and supported us with skin-to-skin contact every day, helping us make the most of those precious moments together.
“The breastfeeding and expressing support were exceptional. The nurses were patient, encouraging and hands-on, giving me the guidance I needed even when things felt difficult. They never made me feel like I was failing and always gave me the confidence to keep going.”
Martina Morris, Group Chief Nursing Officer said: “Achieving UNICEF Baby Friendly Initiative Stage 3 accreditation is a fantastic achievement for our Neonatal Unit and reflects the dedication, compassion and expertise of our colleagues. Most importantly, it demonstrates that families are consistently experiencing the high-quality care and support we strive to provide every day. We know that having a baby receive neonatal care can be an incredibly challenging time, and this accreditation recognises the commitment of our teams to supporting parents to build strong relationships with their babies and feel confident in their care from the very beginning.”