Walmart, Fresh Thyme Market, and FreshDirect are among the retailers uplifting the LGBTQ+ community during Pride Month.
Walmart and Fresh Thyme Market both created Pride Month banners on their homepages to raise awareness for their LGBTQ+-owned and supportive brands, most of which are specialty food brands. Fresh Thyme Market is amplifying:
• Shine Water, an LGBTQ+-owned enhanced water brand.
• KIND, maker of protein snacks; proceeds from the KIND Pride Bars support the Ali Forney Center for LGBTQ+ youths.
• GT’s Synergy, an LGBTQ+-owned business making kombucha.
• Pipcorn, a popcorn brand with heirloom popcorn kernels.
• Peanut Butter & Co., a certified LGBTQ+ business making flavored peanut butter.
• Open Water, an LGBTQ+-founded brand with a mission to reduce plastic waste.
“This June, we're honored to be highlighted as an LGBTQ-founded brand by Fresh Thyme Market where you can find our 100 percent recyclable, 100 percent climate neutral still and sparkling Tallgirl Cans on shelves!” shared a spokesperson for Open Water.
Walmart also highlighted Pipcorn, Peanut Butter & Co., and GT’s Kombucha. On its website, the retailer created a filter to search for brands like these. Other notable brands Walmart featured include Stonewall Kitchen, an LGBTQ+-allied company, cookie brand Maxine’s Heavenly, and beverage mixer brand Pink House Alchemy.
Throughout June, FreshDirect is drawing attention to LGBTQ+-owned vendors with a feature on its homepage.
“FreshDirect is steadfast in its commitment to support and celebrate LGBTQ+ partners, and Pride Month provides a special opportunity to place a spotlight on these brands," Charlotte Myer, interim co-lead of merchandising at FreshDirect, told SFA News Daily. "The merchant teams at FreshDirect put great time and effort into identifying new, diverse vendor partners and unique, high-quality products throughout the year. They find ways to support our partners through launches, increasing customer reach and awareness, and even aiding in new product development. Supporting our LGBTQ+ vendors and identifying new diverse partnerships in the grocery space is a top priority for us, one which creates great value for our customers.”
Like Fresh Thyme Market, the retailer highlighted its relationship with Open Water and GT’s Synergy. It also showcased products from Omsom, maker of east-Asian sauces and noodles: Korean Spicy Bulgogi Starter, Japanese Yusu Misoyaki Starter, Thai Larb Starter, and Vietnamese Lemongrass BBQ Starter.
Wegmans celebrated Pride Month with a dedicated page on its website, sharing the history of the month, the meaning of the progress flag, amplifying stories from employees who identify as part of the LGBTQ+ community, and spotlighting three brands with missions to give back to the community by making donations to help prevent suicides in LGBTQ+ youth. The highlighted brands are Tru Beverages, a maker of flavored sparkling water who donated $10,000 during the month, The Ryl Company, a maker of zero-sugar iced teas who donated $2,000 during the month, and Sunshine Bouquet Company, a brand specializing in flower bouquets who donated $3,000 during the month.
Earlier this month, PCC Community Markets kicked off Pride Month by launching the PCC Inclusive Trade Program, a product standard designed to increase awareness of and support for businesses of excluded communities, including LGBTQ+-owned suppliers.
“The co-op’s mission is to ensure that good food nourishes the communities we serve while cultivating vibrant local, organic food systems. As PCC enters its 70th year, we acknowledge our role in systemic and historical exclusion of people of color, LGBTQIA+ individuals, women, veterans, persons with disabilities, and others as we begin to help break down those barriers,” said PCC senior director of merchandising Justine Johnson in a statement.
Related: USDA Celebrates National Pollinator Week; FreshDirect Showcases Black-Owned Businesses