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The head of discount store Trago Mills has described Welsh language signage as “visual clutter”, criticised Welsh-medium education and advised people to embrace English.

In a letter that has enraged language activists, Bruce Robertson sent his comments to Welsh Language Commissioner Meri Huws in May.

The letter from the chairman of the Cornwall-based company whose latest outlet opened in Merthyr Tydfil in April was leaked to Cymdeithas yr Iaith Gymraeg, the Welsh Language Society.

A past donor to Ukip, he described Trago Mills’ policy towards bilingual signage: “Felicitations, departmental descriptions, directional, welfare and safety signage will ultimately display Welsh and English language [sic]. but beyond that we have no plans to cascade its use a great deal further at present.”

Mr Robertson stated that he had developed “an acute sense of what is important to ... customers during the last 45 years”, and held “similarly strong views on the avoidance of visual clutter, a topic that is gaining increasing awareness both in private and public sector circles, road signage being a case in point (I suffer poor eyesight thus find excessive verbiage tedious and unhelpful)”.

He said he had spent considerable time in Merthyr since the firm bought its first site in Pentrebach in the late 1980s.

“In all that time [I] have considered English to be the locals’ language of choice, the other tongues most commonly heard being Polish, Portuguese or possibly something further south again," he said.

(Image: Peter Bolter) (Image: Trago Mills)

Referring to Welsh-medium education, he wrote: “I also harbour misgivings upon the challenge to the educational system that teaching another language will pose, certainly if the existing standard of literacy is indicative, ‘furniture’ last week only being spelt by a [sic] employee as ‘fernicher’: forgive my ignorance but for all I know that may be the correct spelling ... in Welsh!”

Mr Robertson also stated: “I will not trouble you by debating the broader economic benefits of exploiting our almost God-given gift of speaking the most dominant language in the world, as that case was made long before this brief correspondence between you and I.”

Wyn Williams, chair of the local branch of Cymdeithas yr Iaith, said: “This anti-Welsh language rant is very offensive. It demonstrates a complete disrespect for our country as well as our unique national language.

"They also reflect imperialistic attitudes that belong in the far distant past. The comments about education are completely ignorant – experts are clear that Welsh-medium education means pupils become fluent in both Welsh and in English. There are tens of thousands of Welsh speakers in the area the store serves, and it’s insulting to them.

“But more than anything else this shows once again that strong legislation is needed to ensure the full use of Welsh in the private sector. We won’t see a thriving language if we depend on the goodwill of companies like this; the Labour Welsh Government’s plans to weaken the language law is music to their ears. It’s sad to say, but, at the moment, our own Government is behaving like the best friend of this ugly face of big business.”

The Welsh Government has refused to extend Welsh language obligations to the private sector.