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Plans to Increase Use of the Welsh Language in Supermarkets


In a competitive market it is vital for businesses to listen to what customers want and take steps to meet their aspirations.

Research by the Welsh Language Commissioner shows that 68% of customers in Wales would like to see the language being used by supermarkets in Wales, and the Welsh Government’s research shows that there is a strong connection between the ‘Welshness’ of food and drinks and people’s views of what makes high quality produce.

Lidl is the latest supermarket to set out to strategically plan its use of the Welsh language.

Gareth Davies, Lidl’s Regional Director, Wales said:

“We are incredibly proud to be part of the communities that we operate in, and are continuously exploring opportunities to enhance our customers’ shopping experience. We know, both through feedback and the invaluable work of the Welsh Language Commissioner’s Hybu Team, that our customers want to see the Welsh language more prominently placed in our stores. This is why we have conducted a full rollout of new bilingual signage across all Lidl stores in Wales.”

Another supermarket that sees the bene t of developing the use of Welsh is the Co-op. Mike Pengelly, Co-op’s Regional Manager, Wales, said:

“As a community retailer, the Co-op works to embrace and contribute to local life. We are proud of our Welsh heritage – which traces back to the mid 1800’s – and we invest in local economies through our: store investment programme; creation of local jobs; community programmes and the championing of Welsh food, drink and agriculture. I believe that it is important for the Welsh language to thrive for future generations, and by promoting a culture of respect, with inclusion and equality at the heart of what we do, the Co-op will continue to support its use and, champion a better way of doing business in our communities.”