Butter and the Before Time
By 
This is an acceptable name for something only if dairy cows have been obliterated by whichever flavor of apocalypse comes home to roost. In between shifts at the sludge plant you smear Memories of Butter on your protein cube and weep silently when the child who doesn’t know any better asks you what it was like during the Before Time.
In a world where there is butter, this is literally the worst possible marketing. The butter is three feet away. Once moved to action by the memory of butter, you can reach out and acquire butter. Our operative theory was that it was badly mistranslated from French, or at least there was something lost in translation. What that could possibly be we do not know.
Perhaps the Canadian friends of LGM can help explain.
Some years ago, my brother was working at a big recording studio on an ad campaign for a butter substitute product. The tag line for the ad campaign was “Tastes Like Butter.” After many, many hours of recording ads, the lawyers came in at the last minute and insisted that the tag be changed to “Buttery Taste.”
Butter. I don’t care what they tell you they’re putting or not putting in your food at your favorite
restaurant, chances are, you’re eating a ton of butter. In a professional kitchen, it’s almost
always the first and last thing in the pan. We sauté in a mixture of butter and oil for that nice
brown, caramelized color, and we finish nearly every sauce with it (we call this monter au
beurre); that’s why my sauce tastes richer and creamier and mellower than yours, why it’s got
that nice, thick, opaque consistency. Believe me, there’s a big crock of softened butter on
almost every cook’s station, and it’s getting a heavy workout. Margarine? That’s not food. I Can’t Believe It’s Not Butter? I can. If you’re planning on using margarine in anything, you can stop reading now, because I won’t be able to help you.
Anthony Bourdain, Kitchen Confidential