Sinn Féin MP apologises for Kingsmill bread video following accusations of vulgar insensitivity

A Sinn Féin MP has apologised for posting a video showing him with a Kingsmill-branded sliced pan on his head on the anniversary of the Kingsmill massacre.

Barry McElduff MP, who is well-known for his light-hearted contributions to social media, posted the video to his Twitter profile where he received an array of hate-filled replies. Kingsmill is a well-known brand of bread in Northern Ireland. The bread shares a name with the village in south Armagh village that, back in 1976, witnessed one of the more shocking incidents of the troubles. The incident involved republican gunmen stopping a van, and lining up the occupants, asking them their religion and finally shooting them. They were 11 Protestant textile workers who were on their way home. McElduff posted this video on Friday, the 42nd anniversary of the Kingsmill attack. Learning his mistake, the republican MP promptly removed the post from social media, and tweeted his apology on Saturday morning. https://twitter.com/BarryMcElduff/status/949599783907360768 https://twitter.com/BarryMcElduff/status/949600107737075713 He wrote: "Have deleted video post. Had not realised or imagined for a second any possible link between product brand name and Kingsmill Anniversary," "Further, I apologise for any hurt or offence caused. Never my intention to offend anyone who has suffered grievously." Many have still accused Mr McElduff of making a tasteless reference to the atrocity, stating that he should have known better. While few have replied to his apology lauding his attempts at reconciliation following a simple mistake, a number of unionist politicians and supporters are still calling for his resignation. Alliance Party leader Naomi Long has since tweeted Mr McElduff. https://twitter.com/naomi_long/status/949594418310451200 Long wrote: "I see you have deleted your video. Will you also explain what on earth you were thinking of, posting this on the anniversary of the Kingsmills Massacre? "Have you any apology to make to those victims & survivors deeply hurt by your antics whether deliberate or not?"