East of England Co-op | Why Pride Matters

Why Pride Matters

We take Pride in looking after each other – creating a Co-op where every colleague feels safe to be themselves, in every store, branch and team across our region

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Why Pride Matters

Belonging is built in the everyday.

Pride means different things to different people. Sometimes it looks like visibility. Sometimes it looks like kindness, understanding and knowing you are accepted as you are .

We believe inclusion isn’t made in a single month. Its made in small ordinary moments.

Colleague Stories

Real colleagues reflecting on what belonging means to them.

Jordan Barrett

Branch Manager

"Seeing people come together and stand united gave me a real feeling of pride."

“It doesn’t matter your belief, sexual orientation or race,

you belong and we are proud to stand with you in our Co-

op.”

Jordan Barrett, Branch Manager at Riverside & Toftwood,

shared why getting involved in Pride this year felt

important to him.

“Being the son of someone who came out later in life, I

think Pride is a really powerful way of bringing people

together and celebrating who we all are.”

Jordan spoke about attending Norwich Pride for the first

time last year and the impact it had seeing people from

different backgrounds and experiences standing side by

side in support of one another.

“Seeing that sense of community and unity gave me a real

feeling of pride. I knew I wanted to be part of that again.”

For Jordan, Pride is about showing up for people,

celebrating individuality and helping create spaces where

everyone feels welcome, supported and able to be

themselves.

Jordan reflected on attending Norwich Pride for the first time last year and the impact of seeing community, visibility and support in action.

Izzy Liell

Branch Manager

"Pride, to me, is about community, responsibility and belonging."

“Pride, to me, is about community, responsibility and

belonging.”

Izzy Liell, Branch Manager at Earlham Green Lane,

shared her reflections on what Pride means to her as a

member of the LGBTQ+ community.

“It is about living openly and authentically without

shrinking who I am, whilst helping protect spaces

where lesbians and the wider LGBTQ+ community can

exist with dignity, safety and mutual care.”

For Izzy, Pride is not only about celebration, but also

about remembering the people and communities who

fought for visibility, acceptance and safe spaces before

us.

“Pride carries both joy and responsibility. It’s about

connection, identity and helping ensure those spaces

still exist for the people who come after us.”

Izzy also reflected on the role workplaces and

communities play in helping people feel accepted and

able to be themselves.

“From store level to the wider business, inclusion and

belonging are imperative to how we serve our

communities.”

Izzy shared reflections on visibility, authenticity and the importance of protecting spaces where LGBTQ+ people can exist with dignity, safety and mutual care.

Ricky Mahoney

Learning Design Coordinator

"Pride is about community, hope and knowing you are not alone."

Ricky Mahoney shared what Pride means to him and why he believes it remains as important today as ever.

For Ricky, Pride is about belonging. It's about creating a world where people can live openly and authentically without fear of judgement, exclusion or discrimination.

"Pride is the feeling of being accepted exactly as you are, without needing to change or hide parts of yourself to make others comfortable. It's about knowing you belong."

Ricky also reflected on the history behind Pride and the importance of recognising those who fought for the rights and freedoms many people experience today.

"Pride is more than a celebration. It honours those who came before us, remembers those we have lost, supports those still finding their voice and stands alongside people who continue to face barriers simply for being themselves."

While progress has been made, Ricky believes Pride remains an important reminder that inclusion cannot be taken for granted.

"Rights can be challenged and people still face prejudice and discrimination. Somewhere, someone is carrying the weight of hiding who they are because they're afraid of how others might react. That's why Pride still matters."

For Ricky, Pride is ultimately about community.

"It's about knowing you are not alone. If you haven't found that sense of acceptance yet, know this, you are not alone, and there are people and communities ready to welcome you exactly as you are."

Pride, he says, is a reminder that progress is strongest when we stand together and that hope, community and belonging should be available to everyone.

Community & Partnerships

Rooted in the places we serve

Belonging reaches beyond our own teams.

We work alongside local partners and organisations helping create communities that feel more inclusive, visible and welcoming for everyone.

Colchester Kings

Our partnership with Colchester Kings goes beyond sponsorship. With ongoing funding, colleague volunteering, and year-round support, we are proud to stand alongside a club that is creating inclusive spaces where people can build friendships, confidence, and community through sport.

It is a partnership built on shared values, showing up consistently, supporting one another and helping create places where people feel they belong.