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Albert Heijn accused of language discrimination
06 May 2011, by Moa ThorssellSupermarket chain Albert Heijn is accused of language discrimination by Stichting Taalverdediging, an independent organisation that promotes the Dutch language.
The foundation is reacting against Albert Heijn's policy to place the Dutch description on the Euro Shopper packaging in small font, with the English one featured in a larger font above.
According to Stichting Taalverdediging, the fact that Dutch is not the "main" language makes it difficult for both immigrants to integrate and low-income clients who do not speak English to buy.
Note that the new packages were introduced in November 2009.
Sources: NRC.nl, De Volkskrant
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WRITE A COMMENT
I remembered my first days-months in Amsterdam.. Trying to shop in Albert Heijn and to figure out what that Dutch words mean. It's not wise to sell products that has only Dutch information and for sure it did not help me to immigrate !! Just made me to buy some other simple cooking materials.. Seriously is anyone believe that having only Dutch language on products help people immigrate?
SofyaShuster
May 07 2011, 11:24PM
May 07 2011, 11:24PM
An article doesn’t say that Stichting Taalverdediging asks to get rid of the description of products in English, and keep only Dutch version. It only says that this organization believes that it would be better if on the products sold in the Netherlands, the main language (i.e. presented first on the list and using a bigger font) would be Dutch, to firstly make it easier for non-English speaking Dutch people read it, and secondly to motivate immigrants at least try to read it in Dutch before they turn to English.
Why not just have both, in a medium font? Dutch is, after all, the language of the Netherlands. And a lot of people speak English. Have both, in the same size font. No problem.
It has nothing to do with the Dutch market; AH's Euroshop brand is sold not only in here in NL @ AH but throughout various supermarkets in Europe. The key feature of the AH Euroshop brand is it low cost. If AH needs to print labels in many languages, the cost increases and it makes the product less competitive abroad. Do you think German, Protuguese, British or Italian give a hoot about the size of the Dutch font?
When AH can't compete abroad and these jobs are lost to other private label bottlers we can all thank Stichting Taalverdediging for a job well done
Although the English may be to offer labelling for foreign markets, I agree with the principle of the argument proposed by Stichting Taalverdediging. As a foreigner who is an English-native-speaker, and have moved permanently to the Netherlands, it sabotages my cultural integration when I am offered to speak and read English at any opportunity. Hulp!
About the Author
Moa Thorssell