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Breast feeding provides protection from many diseases and reduces health risks for both mother and child; however, a significant percentage of mothers in Newfoundland and Labrador, Canada choose to formula feed their infants from birth. In order to understand this phenomenon, qualitative research in the form of focus groups was conducted in three communities in the province in 2010. The data elicited from the research question ‘Why did you choose to formula feed your baby?’ were analysed using qualitative thematic content analysis. A major theme that arose was how these women define themselves as ‘good mothers’ in an environment where breast feeding is considered the optimal nutritional choice. It is about balancing the risks of formula feeding their infants with the needs of the family and themselves.