By Michael Morrah
The march was organised in Gisborne after one mother was told it was illegal and was asked to feed her baby in private and out of the sight of shoppers.
The comments became the catalyst for today's march which follows an earlier march through the main street of Ruatoria on the East Coast.
Today's demonstration was supported by Gisborne Mayor Meng Foon and coincides with the start of World Breastfeeding Week.
The Human Rights Act says it is illegal for someone to stop you breastfeeding at work, where you are studying, on public transport, in government departments, in public places and in restaurants and shops.
"It's normal, it's natural and it needs to be accepted by the public," says protest organiser Amy Wray.
The organiser of today's march says if the Boobs on Bikes event can parade through Auckland, mothers discreetly feeding their babies shouldn't face criticism.
"We need to not view this not as indecent exposure, but a way of giving essential food and nutrients to our babies," Ms Wray says.
And it's a view shared by many retailers spoken to by 3 News.
"I don't think they're overreacting," says retailer Clare Farmer. "It is a natural thing, it's positive thing."
But despite the apparent widespread support, organisers say they may start covertly filming breastfeeding mothers in an effort to shame those who ask them to move away.
3 News