Tesco Cookstown Colleagues Learn Sign Language to Support Deaf shoppers - 'By investing in sign language training, we’re helping to break down communication barriers'
Colleagues at Tesco Cookstown have taken an important step towards creating a more inclusive shopping experience by completing a beginner’s British Sign Language (BSL) course, in time for Deaf Awareness Week, celebrated between May 4-10.
Delivered by the British Deaf Association’s Belfast office and organised through USDAW (Union of Shop, Distributive and Allied Workers), the course equipped staff with essential communication skills to better support deaf and hard of hearing customers.
The group completed their training last week, marking a significant milestone in the store’s ongoing commitment to accessibility and community support.
Deaf Awareness Week, established by the UK Council on Deafness, shines a spotlight on the experiences of the estimated 11 million people across the UK who are deaf or living with hearing loss.
The initiative encourages greater understanding and highlights the importance of removing communication barriers in everyday life.
Glen Kitson, Store Manager at Tesco Cookstown, praised the team’s efforts: “I am proud of my colleagues in Cookstown who were willing to give up their time to learn a new skill not only for themselves, but also to help look after some of our customers who may require some additional support.
"It's amazing some of my colleagues will now have the skills and confidence to do this after completing the course.”
Colleagues who took part in the training shared their personal motivations for learning BSL.
Bernadette Quinn said: “I wanted to do the BSL course because of having met a few customers who were deaf and I always wanted to make the effort to communicate with them better. Customers become good friends in time, and I wanted to be able to speak with them.”
Lorraine McConnell added: “I wanted to do this course in case I could help even one customer. It would be great to be able to assist them and make their experience at Tesco even better.”
For Denise Farr, the course had a deeply personal connection: “My grandson Teddy has epilepsy, and his last seizure caused him to stop talking. Doctors told us we might have to learn BSL. Thankfully he started speaking again, but it made me realise how important it is to be able to communicate in different ways.”
Evelyn McKenna highlighted the impact beyond the store: “My neighbour is deaf and until now, all I could do was wave and smile. I’m hoping this course will help me have real conversations with him in future.”
Entertainer Rep Karina Heagney highlighted the broader value of the skill: “Sign language has always been something I wanted to learn. No one knows when they may need it, so having some knowledge makes a massive difference.”
Lisea Greer added: “I wanted to be able to communicate with deaf customers, and on a personal level, challenge myself to keep learning and keep my brain active.”
Fallon McCrea, Lead Store Manager, said the initiative reflects Tesco’s wider commitment to inclusion: “By investing in sign language training, we’re helping to break down communication barriers and ensure more customers feel welcomed, understood and supported in-store.”
• The training, delivered by the British Deaf Association and organised through USDAW, finished just ahead of Deaf Awareness Week (May 4–10).
• Staff say the new skills will help create a more inclusive shopping experience and improve communication with customers and the wider community.