Bittman Is No Chicken

• Mark Bittman’s extensive article and video in the NYT “A Chicken Without Guilt” hit’s a nerve – but not one in the avian cerebral cortex. In my fantasy (where Bittman reads The Discerning Brute) he was inspired by my writing about De Vegetarische Slager (The Vegetarian Butcher) first in January of 2010.  So inspired, he went to visit them in October of 2011 in the Hague. After his visit, he was convinced that “real fake chicken” could actually be tasty, healthy and not scary!  According to Bittman:

Why, in other words, use the poor chicken as a machine to produce meat when you can use a machine to produce “meat” that seems like chicken?


Written by joshuakatcher

Joshua Katcher is an adjunct professor of fashion at Parsons The New School. His research focuses on sustainability and ethics in fashion production. He started The Discerning Brute in 2008 as a resource for men who want to make intelligent decisions concerning their lifestyles. With a focus on “fashion, food & etiquette for the ethically handsome man”, The Discerning Brute produces expert, essential content and boldly takes a stand. Brave GentleMan, the integrated, eCommerce brother-site of The Discerning Brute was launched in 2011 and features “principled attire” and “smart supplies” handpicked for informed indulgence.
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  • calamity

    This is amazing, I really hope this takes off. It’s so encouraging to see progress like this.

  • Jmclennan13

    This is a good friend of mine’s student here in London…He posted his article on “brainless/brain altered” chickens for meat and it sickened me too much to finish reading.