Mexico City, Mexico - At least 130 Mexican babies were among the 14,000 who shared a meal together on Saturday, as their mothers participated in "The Big Latch On" or, as it is known in Mexico, "La Gran Tetada."

The annual event whose purpose is to promote breastfeeding was launched in New Zealand in 2005. Today it is held in more than two dozen countries around the world, and more than 14,000 mothers participate in the synchronized, one-minute event.

In Mexico City there were 130, up from 94 last year. Organizers say the event took place in 15 of Mexico’s 32 states.

Held in August each year during World Breastfeeding Week, The Big Latch On involves pre-registered groups whose participants are counted by witnesses, who then submit the numbers so a global total can be compiled.

As of 7pm Central Time, the “boob count” at it is called, was at 11,000 breastfeeding mothers. More than 14,000 were expected to participate.

There are conflicting reports about the number of mothers in Mexico who breastfeed their babies. The estimates range from 14 percent to 33 percent breastfeed for the first six months, but either way they’re low by world standards.

UNICEF reports that 30 percent of children less than six months old in developing countries are exclusively breastfed.

A campaign in Mexico earlier this year was criticized for "sexualizing" women. It featured topless celebrities with a strategically placed banner covering their chests and bearing a message to encourage breastfeeding.