Current exclusive breastfeeding rates in Victoria do not meet World Health Organization (WHO) recommended standards. This study describes the reasons for early cessation of breastfeeding from the perspectives of the mothers, midwives and maternal and child health (M&CH) nurses in Frankston, Victoria. Interviews were conducted with women who had ceased to breastfeed within three weeks of birth. Midwives who regularly worked in the home visiting program and M&CH nurses participated in focus groups. The main aim was to describe local factors associated with early breastfeeding cessation. Themes identified included: midwifery assistance; knowledge, expectations and reality; social influences; influence of health professionals. These findings support previous evidence of factors that inhibit establishment of breastfeeding and suggest that failure to successfully establish breastfeeding is complex. Collaboration between health and social services, health professionals and community is required to improve the breastfeeding experience for women and their babies.