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Apology from Pembrokeshire ice cream company after ‘Little England’ marketing whips up a backlash

23 Apr 2022 3 minutes Read
Photo by Ralphs_Fotos from Pixabay

A Pembrokeshire frozen food company has issued an apology after causing a social media storm by marketing its ice cream as “Made for you in little England beyond Wales”.

The company came under fire for using the divisive phrase, which dates back to at least the 16th century and is applied to the English-speaking enclave in southern Pembrokeshire bounded by the Landsker Line,

The area to the north of the Lansker Line is where Welsh was more commonly spoken.

Upton Farm Frozen Foods, based in Pembroke Dock, described itself as a “proudly Welsh business,” following the backlash and apologised after it ‘unwittingly caused offence to some.’

The company also promised to remove the phrase ‘Little England beyond Wales’ from all its ice cream packaging.

A spokesperson from the company told the Western Telegraph: “Upton Farm is a proudly Welsh business, which has been supplying customers across Wales with our farm produced ice cream and other frozen goods for more than 30 years.

“Being part of a community business, we recognise the importance of understanding and listening to our customers, and as our use of ‘Little England’ on the packaging of one of our ice creams has unwittingly caused offence to some, we will be removing that reference from any future packaging.

“We believed that was a heritage phrase that helped us show pride in being from the heart of Pembrokeshire, and our intent was to celebrate our geography and place in the world.

“That pride will of course remain, but with messaging that more clearly celebrates our Welshness. We are sorry to those who took offence.”

Writing about “Little England” in his book the Description of Penbrokshire (sic), completed in 1603, the historian George Owen, from Henllys wrote: “…yet do these two nations keep each from dealings with the other, as mere strangers, so that the meaner sort of people will not, or do not usually, join together in marriage, although they be in one hundred (and sometimes in the same parish), nor commerce nor buy but in open fairs, so that you shall find in one parish a pathway parting the Welsh and English, and the one side speak all English, the other all Welsh, and differing in tilling and in measuring of their land, and divers other matters.

“(They) keep their language among themselves without receiving the Welsh speech or learning any part thereof, and hold themselves so close to the same that to this day they wonder at a Welshman coming among them, the one neighbour saying to the other “Look there goeth a Welshman”.


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Y Cymro
Y Cymro
28 days ago

By producing an ice cream product with a political statement on which itself celebrates and perpetuates division was an act of monumental stupidity by this frozen food company. What were they thinking? Answer. They wasn’t!

We all know the history of that area of West Wales ,especially that inflammatory quote used,”Little England beyond Wales” in South Pembrokeshire aka The Landsker Line. Where in the 1100s Anglo-Norman forces ethnically cleansed & eradicated the native Welsh population by replacing them with English & Flemish incomers thus creating a linguistic & cultural divide we still see today.

Last edited 28 days ago by Y Cymro
Llefain
Llefain
28 days ago

 ‘unwittingly caused offence to some.’ “We believed that was a heritage phrase that helped us show pride in being from the heart of Pembrokeshire, and our intent was to celebrate our geography and place in the world.” I have lived in Pembroke my whole life, nearly 40 years, and my whole family is from here and Pembroke Dock. Cosheston, where this company is from is not so far away as to be in a different world. We are all aware of this phrase here, and that it is what we get called, often derogatorily. Neither me, my mother or my… Read more »

Stephen Owen
Stephen Owen
28 days ago
Reply to  Llefain

All of Wales is Welsh

Llefain
Llefain
27 days ago
Reply to  Stephen Owen

Diolch Stephen. I agree. ❤

Stephen Owen
Stephen Owen
27 days ago
Reply to  Llefain

Croeso

Stephen Owen
Stephen Owen
28 days ago

“Upton Farm is a proudly Welsh business, … ” so proudly Welsh that it does not use one word of the Welsh language on its products.

Stephen Owen
Stephen Owen
28 days ago

All of Wales is Welsh

Phil
Phil
26 days ago

Get a grip! It was 1000 years ago! Bit late to be getting upset about it now.

Keith Gogarth
Keith Gogarth
26 days ago

Simply pandering to English visitors to make them feel at home, poor things. What an own goal. Pathetic and incompetent

Phil
Phil
26 days ago

…What flavour would you like?… Strawberry?, vanilla, political?! For God’s sake!.. It’s ice cream!

Mah name
Mah name
24 days ago

Ah shut the hell up, nobody cares

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