A bakery in Texas lost business for making rainbow-coloured ‘Pride Month’ cookies.

On June 2, Confections, a bakery in Lufkin, Texas, shared a photo of the cookies on Facebook with a message: “More LOVE. Less hate. Happy Pride to all our LGBTQ friends! All lovers of cookies and happiness are welcome here.”

The next day, the bakery shared a disheartening post about the backlash it said it received as a result of posting support for the LGBTQ+ community.

“Today has been hard. Really hard,” Confections wrote. “We lost a significant amount of followers because of a rainbow heart cookie we posted. We received a very hateful message on our business page cancelling a large order (5dz) of summer-themed cookies for tomorrow morning (that we just finished decorating) because of a rainbow heart cookie we posted. My heart is heavy. Honestly, I never thought a post that literally said more love less hate would result in this kind of backlash to a very small business that is struggling to stay afloat and spread a little cheer through baked goods.”

The message added that the small business was already “struggling to stay afloat” and, as a result of the cancellation, would now have a surplus of cookies for sale. “If you love our cookies we will have an overabundance of them tomorrow. Hopefully, tomorrow will be better,” the post continued.

As word spread about the harsh backlash, customers lined up around the block the next day to purchase treats from Confections. Confections co-owner Dawn Cooley shared a photo of the line on Facebook and said the bakery sold out as a result of people coming out to show their support.

“We’ve sold out. All this attention on our small business is very humbling. Makes me nervous! Those who know me (Dawn) know how shy I am. In the 11 years we’ve been open we’ve never seen anything quite like this,” Cooley wrote.

Also Read: Pride Month Special: 5 Queer Characters We Absolutely Love