Proof this week The Grocer is watching and has eyes everywhere, not least Preston. Our man in the north was surprised to see the sign Welcome To the City of Preston' message above Spar ­ Your Community Store' on his travels.
The sign makes it look like Preston has twinned up with Spar, he reported to colleagues.
Moments later, an unprompted press release came in from Spar suggesting: "If you are travelling to Preston ­ you can't miss Spar." Indeed.
Spar wholesaler James Hall had sponsored one of the new boundary signs welcoming visitors. Spar's rival retailers there are no doubt not amused.