Mothers in Verona, Italy can pop in to city-run pharmacies the next time they need to breast-feed.

They’ll find a quiet back room with a comfortable chair, changing table and bathroom. Thanks to a short training course for pharmacists, they should also find an understanding environment.

Participating pharmacies have the above logo, which somewhat redundantly says “Friendly Pharmacy for Breast-Feeding Mothers.” (Are they expecting to turn away milk men?)

It started when pharmacist Paolo Delfini came into contact with mother’s association Il Melograno, he realized that moms with newborns were often left to fend for them selves.

While images of the Madonna Lactans are fairly common, Italy’s birth rate is one of the lowest in the world and Italians seem to be out of the habit of seeing women breast feed.

Recently, a mother breast-feeding her five-month-old who was asked to leave a hotel restaurant because the manager said other customers complained made national news.

Thirteen pharmacies are currently offering a haven for breast-feeding, organizers hope to convince the national association of pharmacies to participate in the program. There’s one slight flaw in the breast-feed at the pharmacy scheme — most Italian pharmacies usually close at mid-day and on Sundays, so finding one open could be a challenge.