A model of multiple domains of health literacy was mapped to 30 practitioners' accounts of their breastfeeding promotion practice in a region of Canada. Fundamental/basic literacy themes were consistent with earlier literature regarding practitioners' discomfort in addressing literacy issues with their clients. Scientific literacy was reflected in practitioners' dilemmas about using jargon and scientific evidence when discussing breastfeeding. Cultural literacy themes related to practitioners' understandings of the sociocultural context influencing adoption of breastfeeding. Civic literacy was reflected in the use of advocacy for creating supportive breastfeeding environments. Building capacity for health literacy, however, was not a conscious focus of practice.