The shorthand FOO=BAR COMMAND syntax is a feature
in some shells, but it isn't used everywhere. The "Command"
field for something in session properties (like the Exec
property in a .desktop file) just doesn't expect fancy input
like that :)
For this sort of thing, try the Unix env command.
In this case, you can really just put "env " before what you
are trying to enter and it will do what you want. It has some
other handy features, but the gist of it is it runs a command
after changing a particular environment variable.
Dylan