Tesco has issued a formal apology following what has been described as an "embarrassing" language mistake at one of its Cornish stores. The supermarket giant confirmed that bilingual signs intended to feature the Cornish language were instead displayed in Welsh at its Helston branch in Cornwall.
Local Reaction to the Language Mix-Up
Customers at the Helston store first noticed the error, prompting immediate local reaction. Councillor Loveday Jenkin, a prominent advocate for the Cornish language, commented on the situation, highlighting both the mistake and the broader opportunity it presents.
"Bilingual signs could help normalise Kernewek in everyday life," Jenkin stated, using the Cornish name for the language. "Cornish speakers can understand some of the Welsh because some words are similar, but Tesco doesn't yet produce bilingual Cornish signs. This is a real opportunity for supermarkets to support the language."
Academic Perspective on the Incident
Dr Garry Tregidga, co-director of the University of Exeter's Institute for Cornish Studies, offered his perspective on what he termed an "embarrassing" incident. While acknowledging the error, he noted the positive intentions behind the language translation efforts.
"If anyone from Tesco needs assistance putting together new signs," Dr Tregidga remarked, "there are plenty of people happy to help." His comments reflect the academic community's willingness to support proper language implementation in commercial settings.
The Current State of Cornish Language
The incident has brought renewed attention to the status of the Cornish language in contemporary Britain. Current estimates suggest there are approximately 400–500 advanced Cornish speakers, with up to 5,000 people possessing some basic knowledge of the language.
Councillor Jenkin emphasised the importance of such visibility, adding: "It's really good to normalise Cornish around the place. This could be a chance for major retailers to help the language thrive."
Tesco's Response and Action Taken
A Tesco spokesperson has apologised for what they described as a "mistake" and confirmed that the incorrect signs have been removed from the Helston store. The supermarket chain has not yet indicated whether they plan to replace them with properly translated Cornish signage.
The incident serves as a reminder of the complexities involved in implementing minority language policies in commercial environments, while also highlighting the ongoing efforts to preserve and promote regional languages across the United Kingdom.
