Councillors' hopes of having road signs in both English and Cornish have been criticised by one of the Cornwall's leading businessmen.
Kerrier District Council is promoting the language and some supporters hope this will be a step closer to dual language signs.
Some councillors support the move which will be debated later this year.
But James Staunghton, manager of St Austell Brewery, thinks it is a waste of time and money.
He said: "Very few people in Cornwall understand a single word of Cornish.
"We spend a lot of money trying to attract new businesses to the county and the last thing we want to do is jeopardise that inward investment.
"We have got to appear modern, forward-looking, innovative and be looking at the world in 20 years time rather than 20 years backward.
"I am all for the Cornish language being recognised, but I don't think this is a good way of spending public money."
Kerrier councillor Loveday Jenkin, said: "We would encourage developers to have Cornish names.
"And if signs are replaced, if the community wishes, it would be possible to produce those names bilingually."