wtf were they thinking when they named it that? if any non joke product with "butt" in the name ever succeeds, I will eat my hat.
H-E-B is a wildly successful grocery store chain in Texas, and also the in-house brand for many of the products sold in that store.
The marketing slogan is "HEB: Here Everything's is Better!"
The reality is that, while it is often better than the competing chains (sometimes sadly so, killing Krogers and other chains in my area), HEB are the initials of the founder.
And B stands for Butt.[1]
It didn't even start as HEB - the original name was "C.C. Butt Grocery Store".
Hope your hat tastes well.
It's all about the character of the state...
I once saw in Colorado a university that had the "Alferd Packer Cafeteria" (sic) ;-)