All-natural Chicken Brings Poultry Back to Basics

Jan. 28, 2009

Gold’n Plump Poultry, Saint Cloud, Minn., introduces Just Bare, a premium brand of all-natural chicken, addressing questions on from how and where chickens are raised to packaging issues relating to product viewability, handling and recyclability.

Just Bare flocks are free to roam in modern, climate-controlled barns; able to eat and drink whenever they want; able to interact as they would in the outdoors; provided the right amount of light and darkness to reflect natural conditions; and protected from environmental hazards. Advanced heating and cooling systems keep barns well-ventilated and comfortable during the summer and winter. With no added hormones and no antibiotics, the chickens are vegetable-fed and raised cage-free by independent, local family farmers in the upper Midwest. SKUs include Boneless skinless breast fillets (14 oz); Breast tenders (14 oz.); Boneless skinless thighs (20 oz); Drumsticks (20 oz); and Whole chicken (3 ½ to 4 pounds).

The transparent, recyclable plastic tray and its clear film lid give consumers a nearly 360-degree view of the chicken inside, replacing the traditional foam tray and plastic over-wrap. The film lid is leak proof and peels away with ease. Surrounding the plastic tray is a recyclable paperboard sleeve featuring a photograph of a simple chicken dish. The whole chicken bears a similar look but is packaged in a heat-sealed, transparent bag (not recyclable due to the barrier properties of the package needed for food safety purposes). 

Another package trait: the trayed products are fixed-weight and feature a scannable barcode. This means that every package of breast fillets weighs and is priced exactly the same, unlike most other chicken products, which are random-weight and priced by the pound, not the package. This simplifies product selection for consumers while eliminating the added labor of weighing and pricing each package and the need for a paper store label, which otherwise would restrict product viewability.

An additional innovation is the Family Farm Code, which is located next to the manufacturer’s freshness date code on each package. By entering the three-digit code online at, consumers can learn the location of the family farm where the chicken inside the package was raised as well as about the brand’s commitment to caring for its animals and communities.