SuperValu and Belong To charity Launch the #CarryWithPride Campaign!

Supervalu launches new limited-edition tote bag to #carrywithpride to support lgbtq+ youth organisation 'belong to'

Kevin Penrose, Mark Shields, David Gough and Hannah Looney officially launched the must-have bag of the summer.

• The limited-edition Pride themed Bag for Life is on sale this month in SuperValu stores nationwide while stocks last

• Bags retail at €3 with all profits going to Belong To, the national LGBTQ+ youth organisation

• Content creator and LGBTQ+ advocate Kevin Penrose was joined by Mark Shields, David Gough and Hannah Looney to officially launch the bag

• This forms part of SuperValu’s ongoing #CommunityIncludesEveryone campaign which promotes diversity and inclusion in Gaelic Games

Content creator, footballer and LGBTQ+ advocate Kevin Penrose was joined by fellow GAA members Mark Shields, David Gough and Hannah Looney to officially launch

SuperValu’s new limited-edition Pride themed Bag for Life. 

Available from Monday 23^rd June while stocks last in SuperValu stores across the country, the bold and bright rainbow tote is set to be the must-have bag of the summer and is available to purchase for €3. Profits from the sale of the bags will go to Belong To – LGBTQ+ Youth Ireland, the national LGBTQ+ youth organisation. Belong To provides life-saving services to LGBTQ+ young people and their families such as crisis counselling, youth groups and information, as well as advocating on behalf of LGBTQ+ youth to create a society where they are safe to shine and confidently shape their own futures.

Made from organic materials and GOTS certified, this limited-edition bag is designed to be carried with pride and used with purpose throughout the year. Proudly practical, this exclusive tote is extremely versatile. So, whether it’s for carrying your SuperValu shopping, housing your gym gear or simply a bag for everyday essentials, its sure to be a much sought after item.

Launching the Pride campaign for SuperValu was Kevin Penrose, whose personal journey of coming out has played a significant role in promoting inclusivity within the GAA, has openly shared the challenges he faced in a traditionally conservative sporting environment and is a passionate advocate for LGBTQ+ representation in Gaelic games. Armagh footballer Mark Shields is also pictured at the launch, his participation in the campaign reflects his ongoing advocacy for inclusion in Gaelic Games following his own powerful story of coming out within the GAA community.

Commenting on the launch campaign ambassador Kevin (he/him) said: “I am delighted to team up with SuperValu for this important campaign supporting the incredible work of Belong To.  As someone who has been through the journey of coming out within the GAA community, I’m incredibly passionate about allyship, and inclusion both on and off the pitch. By buying one of these bags and ‘Carrying it with Pride’, you are sending a powerful message that no matter who you are, you belong. I hope a campaign like this not only gives people the courage to be themselves but also reminds everyone to stand up and be proud allies for the LGBTQ+ community.”

The launch of the new bag forms part of SuperValu’s #CommunityIncludesEveryoune campaign. Now in its fifth year, the campaign aims to promote Gaelic Games as a sport open to everyone. Research carried out by Amárach on behalf of the campaign finds that 3 in 4 people believe their GAA club provides equal opportunity for all, regardless of ethnicity, gender, ability, sexual orientation or socio-economic background and over 70% recognise the importance of having allies and advocates in the GAA.

Belong To CEO Moninne Griffith (she/her) said:  "Pride is about inclusivity, fun, raising our voices together in solidarity and community. We’re absolutely delighted to partner with SuperValu for the third year in a row on these limited edition Carry with Pride Tote Bags. We hope this campaign continues to promote visibility of the LGBTQ+ community and foster visible allyship by all, both on and off the pitch. This tote bag is a meaningful way to show support — to say, ‘We support you and we’re proud to show it.’ We’re very grateful to everyone at SuperValu for their continued support of our work at Pride, and all year round.”

To find your nearest local SuperValu store visit Store Locator - SuperValu

Slán go fóill.