Supermarkets in Rotherham spread the love with "rainbow" roses

The shopping chain’s Rotherham branches are aiming to celebrate love of all kinds with blooms featuring the rainbow to symbolise Pride and LGBTQ+ rights.

They have joined forces with LGBTQ+ youth homeless charity The Albert Kennedy Trust to launch the rose and 50p per £4 rose sold will be donated to the charity, which provides safe homes and support to young people who identify as lesbian, gay, bi or trans. 

The Albert Kennedy Trust was selected by the supermarket’s LGBTQ+ network.

The roses have been dyed so that each petal displays the colours of the rainbow, which involves cutting the stems and dipping each part into a different coloured water — which are absorbed by the flower to turn each petal into a different vibrant colour.

Matthew Haigh, store manager at Morrisons, said: “We’re stocking rainbow roses this Valentine's day for the first time. They've been designed to celebrate love.”

Carrie Reiners, director of fundraising from The Albert Kennedy charity, added: “We're delighted to partner with Morrison’s on their Rainbow Rose campaign for Valentine's Day. 

“As the national LGBTQ+ youth homelessness charity, we are always looking to raise awareness and raise vital funds to support the work we do to provide safe homes and support to young people who face homelessness — just for being brave enough to come out to their families and communities.”