The One Chicken Label Worth Paying More For, According to an Expert

Stop wasting your hard-earned money on labels that aren't worth the cost.

Deciphering the marketing jargon and navigating the sheer number of labels on chicken alone can be overwhelming. My family eats a lot of chicken, and I've often wondered if labels like "free-range," "organic," and "antibiotic-free" actually make a difference in taste or if they're marketing tactics used to get me to spend more money.

To ensure I’m getting the most value for my money, I reached out to Raymond Turner, Executive Chef at Club Italia in Niagara Falls, New York, and he told me that, when it comes to flavor and quality, there's one label worth forking out the extra coin for.

With over 15 years of culinary and teaching experience and a reputation for serving one of my city's "most loved brunch menus," Chef Turner has some valuable insights to share.

When I asked him about the most impactful chicken label, he didn't hesitate. " In my experience, the 'air-chilled' label has the most noticeable impact on taste and cooking quality," he said. "Unlike water-chilled chicken, which can absorb excess water, air-chilled chicken maintains its natural taste and texture, resulting in more flavorful, tender meat that's easier to cook to perfection."

What Is Air-Chilled Chicken?

A critical step that comes long before the chicken hits the butcher shop or grocery store, "air-chilling involves cooling chickens by circulating cold air around the carcasses,” explains Chef Turner.

For food safety reasons, cooling methods are required by law to quickly bring down the temperature of the poultry after slaughtering. Because it's cost-effective, fast, and allows for high-volume production, most slaughterhouses in the U.S. opt to water-chill their chickens by submerging the carcasses in water.

Research shows this method can cause the chickens to absorb water and increase their weight by 5% or more—a concern for consumers, who end up paying extra for that water.

On the other hand, air-chilling causes the chickens to lose some of their weight, which is advantageous in terms of flavor, odor, and texture.

Chef Turner adds that because air-chilling doesn't result in water absorption, it “helps the chicken retain its natural moisture,” leading to “a more concentrated flavor." For those who love a crackly exterior, "it also helps the skin become crispier when cooked," he says.

How Does Air-Chilled Compare to Other Common Labels?

While labels like organic, free-range, and antibiotic-free might be important for ethical reasons, they don't all necessarily translate to noticeable differences in taste or cooking quality, the chef points out.

"Hormone-free" chicken, for example, doesn't have a direct impact on taste or quality, primarily because hormones are already prohibited in poultry production in many countries, including the U.S. and Canada.

Outside of air-chilling, the farming methods used, such as whether the chicken is free-range, also affect chicken’s flavor and quality. "The real impact on taste and quality often comes from how the chicken is raised, processed, and stored," Chef Turner explains. Chickens raised in "healthier environments, with better feed, and under less stress, tend to have better flavor and texture."

When To Buy Air-Chilled Chicken

"Obviously, cost is a big factor for a lot of people when purchasing groceries,” Chef Turner admits. “It's not always feasible to purchase air-chilled, sustainably raised chicken at every opportunity.”

Instead, he advises buying chicken from quality butchers or local farms whenever you're able. "Firstly, to taste the difference," he explains, then, to "make informed decisions." A staunch local food supporter, he asserts that "a good butcher will always welcome questions about their product."

If you don't have a dedicated butcher in your community, don't worry! "Even speaking to the butcher department at your grocery store can provide valuable insight into how the chicken was raised and processed.” Having more information about your chicken "can make a big difference in quality, ensuring you're getting a product that's fresh, responsibly raised, and full of flavor."

Why Air-Chilled Chicken Is Best

Air-chilled chicken isn't just about better taste. It comes with a host of other benefits, too:

• Crispier skin: The air-chilling process results in drier skin, which is perfect for achieving that golden, crispy exterior we all love. Turner recommends using air-chilled chicken for dishes where crispy skin is key, like whole roasted chicken or chicken thighs.

• Less shrinkage: Because air-chilled chickens don't absorb excess water, they're less likely to shrink during cooking. This means you're getting more bird for your budget.

• Environmentally friendly: Although water chilling is more cost-effective and efficient, air chilling, as you might have guessed, uses significantly less water, making it a more sustainable choice.

• Better for marinades: Without excess water, air-chilled chicken absorbs marinades more effectively, resulting in more flavorful dishes.

With grocery costs impacting most American families, this chicken intel can empower us to make more informed choices at the grocery store, butcher shop, and farm stand—for a better result in the kitchen.