Shoppers at a Tesco supermarket in Helston, Cornwall, experienced a surprising linguistic twist when they discovered everyday grocery items labelled in Welsh rather than their native Cornish tongue. This unexpected signage left many customers scratching their heads as they navigated the aisles.
A Case of Mistaken Identity in the Aisles
Those searching for seafood found themselves directed by the Welsh term bwyd môr instead of the Cornish boos mor. Similarly, individuals looking for sweet potatoes encountered signs marked tatws melys in Welsh, rather than the Cornish phrase aval dor melys. This confusion created a unique shopping experience that quickly became the talk of the town.
Turning Error into Opportunity for Cornish Language
Despite the initial bewilderment, local language advocates see a silver lining in Tesco's signage blunder. There is growing hope that this incident might spearhead increased awareness and implementation of proper bilingual signage throughout Cornwall's retail spaces.
Councillor Loveday Jenkin, representing Mebyon Kernow, welcomed the concept of Cornish-language signs in supermarkets as a means to normalise Kernewek (the Cornish language) in everyday settings. However, she emphasised an important distinction: 'It's really good to normalise the language around the place, but they should be in Cornish not Welsh.'
Ms Jenkin noted that while she doesn't believe Tesco currently produces bilingual Cornish signs, Cornwall has a longstanding tradition of bilingual signage that residents generally appreciate and support.
The State of Cornish Language Today
The Cornish language occupies a unique position in Britain's linguistic landscape:
- Between 400 and 500 people are considered advanced speakers of Cornish
- Approximately 2,500 to 5,000 individuals possess some basic understanding of the language
- Over 100,000 people identified Cornish as their main national identity, ethnicity, and primary language in the 2021 census
Linguistic Connections and Distinctions
Councillor Jenkin explained the signage error by highlighting the historical connections between Cornish and Welsh, telling the BBC: 'Cornish speakers can understand some of the Welsh because some of the words are similar.' Both languages belong to the Celtic language family, sharing certain linguistic roots while maintaining distinct identities.
To illustrate the differences, consider these translations of common supermarket phrases:
- Tesco's famous slogan: 'Every little helps' becomes 'Pob byghan yn yll gwrys' in Cornish versus 'Mae pob ychydig yn helpu' in Welsh
- Store announcement: 'Clean up in aisle five' translates to 'Glana yn gwrys pymp' in Cornish and 'Glanhau yn y lôn pump' in Welsh
- Customer service question: 'Do you have a Tesco Clubcard?' is 'A vyns dha garta Tesco Club?' in Cornish and 'Oes gennych Gard Clwb Tesco?' in Welsh
Recent Developments in Language Protection
This supermarket signage incident coincides with significant developments in Cornish language protection. Last month, the Cornish language received enhanced safeguarding through the European Charter for Regional or Minority Languages.
This important move places Kernewek in the same protective category as all other recognised Celtic languages across the British Isles, including Welsh. This formal recognition represents a milestone in efforts to preserve and promote Cornwall's distinctive linguistic heritage.
Tesco's Response and Resolution
A Tesco spokesperson has apologised for what they described as a 'mistake' and confirmed that the incorrect Welsh signs have been removed from the Helston branch. The supermarket chain acknowledged the error while stopping short of announcing any immediate plans to introduce Cornish-language signage.
This incident has sparked broader conversations about how major retailers might contribute to preserving regional languages and cultural identities through everyday interactions with customers.
