At a service station in Wisconsin today, I was intrigued by a logo and slogan proclaiming, "SQUAWKERS(R): WHERE THE CHICKEN ALWAYS COMES FIRST.(R)"
"Could it really be?" I thought. "A brand that's trying to bring ethically raised meat into the mainstream?" Not so much, at least from what I can discern over at the Squawkers (R) web site. Turns out what's meant by "chicken" is not the animal, nor even the meat, but it must be new corporate slang for: MONEY! Apparently, the brand simply serves as a way to move more prepared foods out the door. "Why branding?" you ask. Well...
From the Squawkers "Why branding" page: "Almost 50% of consumers are willing to pay more for branded products (you can charge more)." It's interesting to compare that with Michael Pollan's advice: "Don't buy any food you've ever seen advertised."