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Tesco has issued an apology after bilingual signs featuring the Welsh language appeared in one of its Cornwall stores instead of Cornish. Shoppers in the Helston branch noticed signs displaying Welsh phrases such as “bwyd môr” for seafood, rather than the appropriate Cornish terms like “boos mor.” Similarly, other signs showed Welsh for sweet potato (“tatws melys”) instead of the Cornish equivalent, “aval dor melys.”
Local councillor Loveday Jenkin expressed support for the use of bilingual signage in supermarkets but emphasized that Cornish, not Welsh, should be represented. She commented that the signage mix-up at the Tesco branch could actually encourage a stronger push for Cornish-language signs in major retailers. Recognizing the importance of everyday visibility, Jenkin pointed out that incorporating Kernewek (the Cornish language) into public spaces helps to normalize it. She also noted Cornwall’s history with bilingual signage, which is typically welcomed by the community.
While Tesco has apologized and removed the incorrect signs, Jenkin remarked that Cornish speakers sometimes understand Welsh due to similarities between the two languages. Dr Garry Tregidga, co-director of the University of Exeter’s Institute for Cornish Studies, described the mistake as embarrassing but positive in that it revealed growing recognition and usage of Cornish. He further offered support to Tesco, saying there are many people willing to assist with creating accurate Cornish signage.
The Cornish language recently gained increased protection under the European Charter for Regional or Minority Languages, aligning its status with other Celtic languages including Welsh. Like Welsh and Breton, Kernewek is a Brythonic Celtic language. It is estimated that between 400 and 500 people speak Cornish fluently, with several thousand more having basic knowledge. The Cornish community is recognized as a national minority under the European Framework Convention for the Protection of National Minorities, granting them parity with the Welsh, Irish, and Scots within the UK. According to the 2021 census, over 100,000 individuals identified Cornish as part of their national identity, ethnicity, or main language
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