The World Cup has provided a plethora of opportunities for PR stunts, and non more ridiculous than Safeway's announcement that it is renaming one of its root vegetables ­ swedes will now be known as Sven Goran Erikssons. Not content with the Beckham gingerbread man complete with icing plaster cast (The Grocer, April 27), the retailer has surpassed even that by cashing in on the most famous Swede in the Britain, the England manager. A spokesman said: "Renaming the swede is our way of showing support. It's a light-hearted gesture which we hope will make Sven, the team and our customers smile. "We will keep the name while the team is still in the competition ­ so hopefully our Sven Goran Erikssons will still be on sale on June 30, the day of the World Cup Final." While this surge of English patriotism is laudable, it does seem a little hypocritical considering that in February Safeway signed a four-year £5.1m deal to sponsor England's bitterest rivals, Scotland. {{COUNTERPOINT }}

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