Compacted chicken, the food madeirite – 07/14/2023 – Cozinha Bruta

“Compacted Chicken Parmigiana”, announces the sign of the Giraffa’s snack bar, in the mall’s food court.

It’s not nuggets, it’s not steak, it’s not chickenitos, chickenlitos, galetitos or penositos. It is the raw definition of the material there for sale: compacted chicken.

I have never seen such honesty in a junk food promo. But what exactly is this compacted chicken?

It is obviously necessary to kill a chicken. Thighs, drumsticks, wings, breast and giblets are removed from the carcass. There are many bones, pieces of cartilage, skin, fat and some meat glued to the skeleton.

Leftover chicken goes into a scraping and shredding machine, which extracts every last milligram of muscle tissue. The resulting material is a very unappetizing pinkish paste, like mechanically separated meat (CMS).

A ton of spices and chemical additives are added to CMS until it becomes minimally palatable. It is included in sausages, sausages, bologna and hamburgers. You can check the back label of these foods.

Or else the cob is compacted and shaped to resemble a chicken fillet, at least visually.

That’s what McDonald’s decided to bread, fry and sell. They needed a good name for the by-product of industrial poultry deboning. They chose nuggets, “nuggets” in English.

In Brazil, the term was patented by Sadia. Other manufacturers came up with creative names to advertise fried CMS.

When the quality of a food (or the lack of it) needs to be masked in sales strategies, communication alchemists come into play to transform industrial waste into nuggets of gold.

Words are decisive for the success of any salable product. Picking up a few names in English, even if they don’t make the slightest sense, guarantees a clientele of bocós.

If you like hamburgers, you must have come across something called american cheese. Something that didn’t exist before in Brazil, not with that name.

American cheese is and always has been processed cheese, also called processed cheese. Polenguinho, get it? Or those perfectly square, individually bagged slices.

American cheese is obtained from the mixture of different cheeses, usually shavings and shavings, and other by-products of the dairy industry.

It’s cheaper than real cheese, evidently. In an analogy with the furniture sector, it is the same difference between solid wood and plywood.

Interestingly, it has become cool to use processed cheese to make a hamburger – something that, just a few years ago, was a source of embarrassment. Tattooed hamburgers even boast of making their own premium gourmet prime American cheese.

Daring is Giraffa’s, which went there and slammed the compacted chicken in the face of people who spend money at the mall. When ordering the chicken madeirite, make sure it comes with a generous amount of cheese plywood.

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