Hy-Vee Launches Cool Chicken

Hyvee - Chicken 4Midwest, employee-owned supermarket Hy-Vee has introduced a new line of premium air chilled Private Brand fresh chicken called Hy-Vee Cool Chicken. The chickens are cooled with a state of the art air chilling system that is said to help inhibit the spread of bacteria by keeping all of the chickens separate, as well as saving 1,000’s of gallons of chlorinated water every day.

The air-chilled method produces a better tasting chicken. With no water added, the air-chilled method maintains the “real” chicken flavor and juices. No water is absorbed, so customers taste the natural flavor of the poultry.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.