Today, the Spanish taxpayers all pitched in to call their second-favorite Adrià brother a “cheff”:
“Cheff” is not, as far as I can tell, a word in any language. I can only conclude that TVE1 means it in the slang sense documented by Urban Dictionary—an awfully salty way to address such a prominent purveyor of sweets.
Newscast available online here (minute 33).
Hat tip to TiVo ninja MJS for the photo.