Why did you name this project The Butter? Because butter is delicious and perfect on toast. What other names did you consider? The Jelly, The Jam, The Spread, The Preserve, The Toaster, The Oleo What is your vision for The Butter? The Butter’s vision is something I’m going to shape as I go along. I’m not a planner. What I do know is that we’re going to publish excellent writing with heart, grit, and intelligence.