The Down East Café roastery, in Beausoleil, had a unilingual English sign installed a few months after the adoption of an order on signs in French in the community. The owner says he made a mistake.
The former director general of the Municipality of Beausoleil, Mathieu Gérald Caissie, resigned after a controversy caused in particular by a decree concerning outdoor commercial signage.
This decree adopted in July stipulates that Beausoleil merchants must give precedence to French on all exterior signs. They are obliged to place this language first and in a character size at least equal to any other language.
So when Mr. Caissie saw the new sign for the Down East Café roastery in Notre-Dame, he saw red (or more precisely, blue white red). The founder of the Cercle acadien de la langue française attacked the business on Facebook, giving it a “double lemon price”.
The owner of the roastery, Caley Montague, felt a sense of injustice when reading this publication.
“The sign was installed on December 31,” says the French-speaker who grew up in Notre-Dame. It is in English on both sides due to a communication error between me and the subcontractor who made the sign. The goal is to change it as quickly as possible. It will be in French on one side and in English on the other.”
He thinks that this way, his panel will comply with Order 2024-03, even if he admits not having checked it.
He specifies that “Down East coffee” is the brand of his business and that he wishes to keep it, even if English dominates. Order 2024-03 indicates that the company name of a business can be unilingual English.
Acadian trader
“We have always been a business that wants to support the French-speaking community,” underlines Mr. Montague. On the labels of our coffees, French has always been above English. It’s very rare to see this. Our messages on our coffee bags are bilingual. Acadia also inspired us a lot when we made our coffee blends.”
His company, for example, sells Café Beausoleil with a “full-bodied and lively character”, on the package of which there is a tribute to the “legendary Acadian hero and privateer”.
Mr. Caissie is skeptical of Mr. Montague’s comments.
“It’s quite unusual to say that it’s a communication error. That’s their version of the facts,” he said.
He also thinks that a sign with one side in French and the other in English would not comply with Order 2024-03, since it would give equal importance to both languages.
“The Down East Café roastery is a pride of the Beausoleil region,” he nevertheless explains. Several of the brand’s cafés have French-speaking names such as Café Pays de Cocagne, Café Madame La Tour, etc.
Beausoleil merchants have until July 16, 2027 to comply with Order 2024-03. Otherwise, they risk fines of at least $140 and at most $2,100.
“We will put a process in place, with notices in the event of an infraction,” specifies the deputy clerk of the Municipality of Beausoleil, Tina Mazerolle. The objective is to collaborate with citizens, not to impose fines. But they are there when needed.”
Political continuity
The designated mayor of Beausoleil, Roméo Bourque, intends to preserve the decree adopted by the municipal council.
“I respect the decision that was taken, it’s a democratic system,” he declares. This is a big file that will have to be administered adequately. It will be up to civil servants to do it, not elected officials.”
Mr. Caissie points out that means exist to help merchants change their exterior signage.
The Incentive Fund for signage and municipal language policies, initiated by the Association francophone des municipalities du Nouveau-Brunswick, can cover up to 60% of the total cost, with a maximum of $4,000 per company.
The Beausoleil Municipality offers to contribute the remaining 40%. She can also help with translation.
