Recent overseas tourists were having great fun with pronouncing and mispronouncing Catalan names. We must give them some slack. After all, they hear Latino Spanish  day in, day out along the San Francisco Bay area. Mind you it was interesting to read the log on their slant of the renaming of Sabeco. http://nameawards.com/2010/04/10/i-am-going-simply-hyper-in-cat-country/

Now Mums and Dads with hyper kids this summer may stroll on leisurely down the refurbished and wider aisles of the old Sabeco, with its new name for supermerkat or abbreviated as súper in Catalan. ( Note: when the word is used in full it drops the accent over the “u”).

The marketeers have seen fit to simply call it HiperSimply.

Now “h” in the Catalan alphabet is called hac. Exemples (Examples)= hola, hivern. However, the h is silent. So how would they pronounce it – I -per-sim-pli? Whereas, the Expats Anglo-Saxons would merely say –Hi -pe-sim-plee and not even utter the r in the middle.

It is pleasing to drive pass the car park now and see the vibrant green and yellow and dash of red on their logo. The logo is bright and cheerful. We love it! The green of the agricultural orchards  kissing the banks of the Ebro River, the yellow of the wild flowers and sun-kissed valleys and the red for the setting sun adorning our mountains in teh cool of the evenings  – or is it simply “ketchup red”?

Perfect just perfect!

The cynics utter it is just a tax fiddle! Why? Sabeco and those Sabeco Sambo’s, the old name is tired and what does it mean anyway? Bringing all its branches under the family umbrella of HiperSimpli will be strength and sustainability to its brand. Besides, to the competitors like Carrefour, who seek expansion into a super duper hyper store off the C42, it shouts -“We are still out there in front with you guys!” Eroski have bought into Caprabo and their brand has nowtoo been enhanced with new investment and more experienced European partnership.

Competition is good for everyone.

p.s. Remember to change your old Sabeco bonus point card at the Information desk for a new HiperSimply card.