In a curious mix-up, a Tesco supermarket in Helston, Cornwall, has apologised after mistakenly displaying bilingual signage in Welsh instead of the local Cornish language. The signs, which directed shoppers to “pysgod” for fish and “tatws melys” for sweet potato, left many local shoppers confused and highlighted the ongoing conversation about the recognition and promotion of the Cornish language.
A Well-Meaning Misstep
The bilingual signs, intended to reflect a commitment to regional languages, instead showcased Welsh terminology approximately 200 miles from its native region. Local councillor Loveday Jenkin, a member of Mebyon Kernow—a party advocating for greater autonomy for Cornwall—welcomed Tesco’s initiative but expressed disappointment at the oversight. “It would have been more exciting if they had been in Cornish rather than Welsh,” she remarked after visiting the store to commend customer service for their efforts.
Jenkin, a fluent speaker of Kernewek (Cornish), noted that while some words in Welsh and Cornish are similar, the distinction is pivotal. For instance, “fish” is referred to as “pysk” in Cornish, contrasting with “pysgod” in Welsh. “If you weren’t a Cornish speaker, you might get mixed up with Cornish and Welsh,” she explained.
A Call for Authentic Representation
The timing of this incident is significant, occurring shortly after the Cornish language received official recognition under part III of the European Charter for Regional or Minority Languages, enhancing its status and protection. Cornwall Council estimates about 500 individuals are fluent in Cornish, while an additional 2,000 have basic proficiency.
Prominent figures, including Perran Moon, the Labour MP for Camborne and Redruth, have highlighted the importance of accurate bilingual signage in promoting the Cornish language. “We are pleased that retailers are starting to use bilingual signage, however, this mistake underscores the necessity for access to the Cornish language for those who wish to engage with it,” he stated.
Positive Momentum for the Cornish Language
Garry Tregidga, co-director of the University of Exeter’s Institute for Cornish Studies, acknowledged the embarrassment for Tesco but also viewed the incident positively. “It is great if there was the intention to have signs in Cornish,” he said, urging the supermarket to consider local expertise when redoing the signage.
The government’s recent recognition of the Cornish language at a level comparable to Welsh and Gaelic presents an opportunity for cultural and economic revitalisation in the region. Tregidga emphasised that this momentum could foster community development rather than allow Cornwall to remain on the periphery of the UK.
Bridging Cultures
Ffred Ffransis, a notable Welsh language advocate, supported the efforts to promote Cornish, urging companies like Tesco to ensure that bilingual signage reflects the everyday language of the community. “All signs advertising day-to-day offers and customer notices should also be bilingual to show that Welsh is a working language,” he articulated.
Following the backlash, Tesco promptly removed the erroneous Welsh signs and has committed to replacing them with correct signage in Cornish as soon as possible.
Why it Matters
This incident serves as a crucial reminder of the importance of cultural representation and language preservation in the UK. As Cornwall embraces its linguistic heritage, the response to Tesco’s blunder illustrates a growing awareness and appreciation for the Cornish language. The outcome of this situation could pave the way for further initiatives to promote local languages, ultimately enriching the cultural landscape of Cornwall and beyond.
