[troutman]

I remember Norm on Cheers talking about "Bef" from the Hungry Heifer.

• Norm Peterson : [about his and Cliff's meal at The Hungry Heifer] Yeah, Cliffy had himself the tunnel T-bone. For less than four bucks, you get 24 ounces of USDA choice US bef.
  Cliff Clavin : Bef? You mean beef.
  Norm Peterson : Beef? Don't be ridiculous Cliffy, that stuff is bef. You see, it's a Hungry Heifer trademark for a processed, synthetic, what... , meat-like substance.
  Cliff Clavin : Ohh, Norm.
  Norm Peterson : What do expect for four bucks? Do you hear me complain about the loobster?