Shoppers at a Tesco branch in Helston, Cornwall, were left both amused and bemused after spotting bilingual signs in Welsh instead of Cornish. The signs, intended to highlight local produce, reportedly translated “seafood” as bwyd môr (Welsh) instead of boos mor (Cornish), and “sweet potato” as tatws melys rather than aval dor melys.

Councillor Loveday Jenkin welcomed the idea of bilingual signage but said it should be in Cornish, not Welsh. She suggested the Helston incident could spark a wider push for Cornish-language signs in major supermarkets. “Bilingual signs could help normalise Kernewek in everyday life,” she said.

“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.”

A Tesco spokesperson apologised for the “mistake” and confirmed the signs had been removed.

Dr Garry Tregidga, co-director of the University of Exeter’s Institute for Cornish Studies, described the error as “embarrassing” but also “great if there was the intention to have signs in Cornish". 

He added that the incident reflects the growing number of people who recognise and use the language.

“If anyone from Tesco needs assistance putting together new signs, there are plenty of people happy to help,” he said.

The Cornish language, Kernewek, was given extra protection last month under the European Charter for Regional or Minority Languages, granting it the same status as other Celtic languages in the British Isles, including Welsh.

Kernewek is a Brythonic Celtic language closely related to Welsh and Breton.

There are around 400–500 advanced speakers, with up to 5,000 people having some basic knowledge. The Cornish are recognised as a national minority, with more than 100,000 people identifying as Cornish in the 2021 census.

Councillor Jenkin said incidents like the Tesco signage error highlight the importance of making the language visible in public spaces. “It’s really good to normalise Cornish around the place,” she said.

“This could be a chance for major retailers to help the language thrive.”