I HAD an email from Waitrose the other day. No, it wasn’t offering me a third off Persian-style quinoa or a bargain price for a rather robust Merlot. It was inviting me to celebrate Pride Month.
Now call me benighted, but I didn’t even know June was Pride Month. No matter. Waitrose helpfully informed me it’s ‘when we come together in unity to support the LGBTQIA+ community’. Again, that one had gone below my radar.
However, it seems Pride isn’t just for June – it’s year-round. ‘We’re proud to be building a culture in which everyone has the right to be themselves,’ said Waitrose. ‘Inclusion is one of our most important values – it always has been and it always will be.
‘This year we may not be able to attend large Pride events and parades, but we can meet with friends and families to celebrate love and togetherness. Whatever you’re planning, have a wonderful Pride.’
The message included a recipe for a Rainbow Cake to celebrate Pride, created by Great British Bake-Off winner John Whaite – ‘a confection of colour and joy.’
I had to look up what LGBTQIA+ means at the moment, because it’s something of a fluid term. Apparently, the current definition is Lesbian, Gay, Bisexual, Trans (or transgender/transsexual); Queer (or questioning); Intersex, Asexual (or ally). The plus sign means any of the myriad sexual sub-groups, such as pansexual, genderqueer, polyamorous, etc.
So thanks for that vital information, Waitrose. I might have missed it if I hadn’t been on your mailing list, expecting only special offers on food and wine, as you tend to do from a supermarket.
But can I just say that, like the buttercream and chocolate topping on the Rainbow Cake, your virtue-signalling is a little too rich for me. So please, stop selling wokeries and stick to selling groceries.