Language planning in New Brunswick reflects the sociolinguistic and sociopolitical situation of the two official languages. In Greater Moncton, in the Southeast of the province, French is the minority language in the city of Moncton and the majority language in Dieppe, a neighbouring city. This study, based on field research, aims at uncovering the linguistic representations of each of the languages by analyzing the language of signs adopted by several businesses in the farmers’ markets of these two cities. The study shows that bilingual signage is slow to materialize in an area where linguistic ideolologies, given that English is symbolically dominant, still seem deeply rooted in the collective imagination.