Flemish Economy Minister Hilde Crevits (Flemish Christian democrat CD&V) launched the ‘Spreektaal’ or ‘Spoken Language’ campaign at the Albert Heijn supermarket in Rumbeke (West Flanders) today. During Dutch Language Week, she is asking customers to help non-native speakers who ask for explanations in broken Dutch by communicating with them in Dutch. From today, all shop staff will be wearing a badge bearing the words “We’re open to a chat”.
“Today we are making a very special appeal,” says the minister. “If you go shopping and there are people asking for explanations about a product in broken Dutch, please help them in Dutch. Every year, hundreds of thousands of people start taking Dutch lessons. They are looking for places to practise.”
A small corner of the shop has been set aside where people can have a coffee and have a natter. According to Crevits, some people don’t dare to ask for help because they’re afraid of making mistakes. “But if you pluck up the courage, you’re guaranteed always to be helped in Dutch,” she says.
Crevits was initially surprised herself that a department store could play a part in this. Until she heard the story of a woman who, 20 years ago, could barely speak Dutch. She asked another woman where the aubergines were. A friendship grew out of that. “Now, 20 years later, they are best friends.”
Making mistakes is all part of the process
Jean-Paul Fraeyman is the manager of the supermarket on Koestraat. He notices that many non-native speakers apply for jobs when he is looking for new staff. “The better they learn the language, the easier it is for them to integrate, both into the running of the shop and in their personal lives,” he says.
He wants customers to know that making a mistake whilst learning Dutch is all part of the process and “is absolutely not viewed negatively”.
The same goes for the West Flemish dialect!
Carolina Sergant is the shop’s marketing manager and says she often discusses Dutch language courses with staff.
“Our shop has many staff members with an integration background. They started via local social services, via work-based learning or a VDAB training course they’ve completed.”
She believes staff can even learn the idiosyncratic West Flemish dialect - that many Flemings from outside the coastal province struggle to comprehend - on the job too, as customers will speak to them in broad West Flemish.