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Due to a glaring absence of research into the breastfeeding decisions of Appalachian women, this study investigates the potential influences of the WIC program and its counseling on the infant feeding decisions of West Virginia women. Using the lens of critical theory, the study employs a mixed methods research approach, including the distribution of a breastfeeding perception survey, extended interviews with WIC lactation consultants and an analysis of WV WIC’s proposed and practiced breastfeeding education curriculum. Results suggest that WV mothers are informed about the benefits of breastfeeding, but not necessarily from interactions with the WIC program. Rather, a latent cultural code of power—formula—emerges as the most influencing factor for Appalachian women, leaving these mothers with a null infant feeding decision.