Imagine walking into your local supermarket, only to find bilingual signs—but in the wrong language. That’s exactly what happened in Cornwall, where Tesco inadvertently sparked a cultural conversation by putting up Welsh signs instead of Cornish ones. But here’s where it gets controversial: Was this just an innocent mistake, or does it highlight a deeper issue of linguistic oversight in a region fighting to preserve its unique identity?**
Shoppers in Cornwall were left scratching their heads when a Tesco branch in Helston, roughly 200 miles from South Wales, displayed signs labeling 'fish' as pysgod and 'sweet potato' as tatws melys—both Welsh terms, not Cornish. While the effort to embrace bilingualism was commendable, the choice of language missed the mark. Cllr Loveday Jenkin, a prominent figure in Mebyon Kernow—a party advocating for Cornwall’s self-governance—expressed her mixed feelings. She appreciated the gesture but pointed out, 'It would have been more exciting if they had used Cornish rather than Welsh.' Jenkin, a fluent Cornish speaker, even visited the store to thank staff for their effort while gently urging them to correct the language.
And this is the part most people miss: Cornish (Kernewek) and Welsh, though both Celtic languages, are distinct. For instance, 'fish' in Cornish is pysk, and 'sweet potato' is aval dor melys. Loveday noted, 'There are similarities, but if you’re not a Cornish speaker, it’s easy to confuse the two.' This mix-up comes at a pivotal moment for Cornish culture. In January, Kernewek gained official recognition under Part III of the European Charter for Regional or Minority Languages, granting it greater protection and status. With an estimated 500 advanced speakers and 2,000 beginners, the language is experiencing a revival, thanks in part to advocates like Cornish/Welsh singer Gwenno Saunders, who champions teaching Cornish to children to safeguard its future.
The blunder also drew attention from political figures like Perran Moon, Labour MP for Camborne and Redruth, who praised the growing use of bilingual signage but emphasized the need for accuracy. Garry Tregidga, co-director of the University of Exeter’s Institute for Cornish Studies, called the mistake 'embarrassing for Tesco' but saw it as a positive sign of increasing awareness of Cornish. He even offered assistance to ensure the new signs are correct, stating, 'This provides a real opportunity to bring together the cultural, economic, and political dimensions of Cornish identity.'
Here’s a thought-provoking question: Could this mistake actually be a turning point for Cornish language advocacy? Ffred Ffransis, a Welsh language campaigner, supported the push for Cornish, drawing parallels to Wales’ efforts to make Welsh a 'working language' in daily life. Meanwhile, Tesco has apologized, removed the Welsh signs, and promised to replace them with Cornish ones as soon as possible.
As the conversation continues, one thing is clear: language is more than just words—it’s a lifeline to cultural heritage. What do you think? Is Tesco’s mistake a minor oversight, or does it reveal a broader need for linguistic sensitivity? Share your thoughts in the comments—let’s keep this important dialogue going!
