The unit, based at the Princess Royal Hospital (PRH) in Telford, was awarded the accreditation after previously achieving Stage 2 in July 2025. This latest recognition signifies that families consistently receive high-quality care and infant feeding support, with best practices embedded into everyday routines, as confirmed by parent feedback.
Sam Petridis, Neonatal Baby Friendly Lead, expressed delight at the achievement, stating, “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, highlighted the rigorous assessment process and the dedication of the neonatal team. He emphasised the vital role parents played in the accreditation, stating, “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.”
“"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."
“"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, congratulated the Neonatal Unit, noting that the accreditation reflects the "dedication, compassion and expertise of our colleagues" and demonstrates that families are experiencing the high-quality care they strive to provide. She added that the accreditation recognises the commitment of the teams to supporting parents in building strong relationships with their babies from the beginning.
Based on information from the official source:
The Shrewsbury and Telford Hospital NHS Trust (23/10/2026)
