Tesco has issued an apology after a significant error led to bilingual signs in Welsh being displayed at one of its stores in Cornwall, rather than in the local Cornish language. The mistake occurred at a branch in Helston, approximately 200 miles from south Wales by road, where signs directed shoppers to pysgod for fish and tatws melys for sweet potato, both Welsh terms instead of their Cornish equivalents.
Campaigners React to Tesco's Linguistic Mix-Up
Campaigners have expressed appreciation for Tesco's attempt to use a Celtic language but emphasise that the blunder underscores the urgent need for improved access to the Cornish language. Cllr Loveday Jenkin, a leading member of Mebyon Kernow, a political party advocating for greater self-government in Cornwall, noted that while she was pleased with the bilingual effort, it would have been more exciting if the signs had been in Cornish. Jenkin, a speaker of Kernewek (Cornish), visited the store to thank customer services but requested corrections, highlighting similarities between the languages that could cause confusion for non-speakers.
Timing and Significance of the Error
This incident comes at a pertinent time, as Kernewek was officially recognised under part III of the European Charter for Regional or Minority Languages in January, granting it enhanced protection and status. Cornwall Council estimates there are about 500 advanced Cornish speakers and 2,000 individuals with basic proficiency. Perran Moon, the Labour MP for Camborne and Redruth, welcomed the language's new status as a boost for Cornwall, though he noted that Tesco's mistake highlights the importance of accessible Cornish language resources.
Expert Insights on Cornish Language Promotion
Garry Tregidga, co-director of the University of Exeter's Institute for Cornish Studies, described the situation as embarrassing for Tesco but positive in intent. He expressed hope for replacement signs in Cornish and noted that the error being spotted reflects growing recognition and use of the language. Tregidga emphasised that the UK government's recognition of Cornish at the same level as Welsh and Gaelic presents an opportunity to integrate cultural, economic, and political aspects of Cornish identity for a brighter regional future.
Welsh Language Context and Support
In contrast, Welsh (Cymraeg) is much more widely spoken in Wales, with the Welsh government aiming for one million speakers by 2050. Ffred Ffransis, a prominent Welsh language campaigner, supported efforts to promote Cornish, urging major companies like Tesco to adopt consistent bilingual practices beyond one-off signage to demonstrate working language status.
Resolution and Future Steps
The Welsh signs have since been removed from the Helston Tesco, with a spokesperson confirming the error and removal. It is understood that new signs in Cornish will be installed as soon as possible, addressing the mix-up and aligning with local linguistic preferences.
