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Kraft Grate-it-Fresh : A Review in Pictures

09/05/06 @ 05:30:00 am, by Kate Hopkins Email 3607 views • Categories: Food, Cheese, Product Comparisons

I received the Parmesan cheese that was offered by the Kraft Intern (as mentioned in this post). I realize that others have reviewed this product, but what they've written bears repeating.

In short, this product pictured to the right should be avoided.

I know, I know. My bias against Kraft is clearly showing, and by all means should be taken into account when you readers out there mull over my words. This is why I am trying my darndest from saying phrases such as "tastes like sawdust" or "Parmesan made with skim milk? What were they thinking?"

As taste can be subjective, I'm going to refrain from voicing my personal feelings towards the quality of the product (*cough* tasteless *cough*), and instead appeal to the more ecological and environmental impact of this grated cheese product.

The selling point of Grate-it-fresh is that a consumer can grate their own cheese, straight out of the package. The idea is that it's the act of grating the cheese that affects the quality of the product. As Adam the Intern wrote in that e-mail, "It's kind of like bringing that authentic Italian restaurant feeling home to the family."

Yeah, I know. I don't quite understand that either. Call me crazy, but what makes an 'authentic Italian restaurant feeling' is high quality food products prepared via simple methods with great care. But hey, that's me.

The travesty of the product comes when you read the package. None of grater is re-usable. Kraft doesn't recommend washing the grater in the dishwasher, nor do they recommend re-using the grater after all the cheese within the product has been used.

What this means is, after a consumer is done with the Kraft product, they end up with...not one, not two, but five separate pieces of plastic (pictured below) which must go into the garbage.

Compare the picture above with the one below.

This piece of parchment paper is all that remains behind after consuming a piece of parmesan cheese from the local Italian Deli I frequent.

This dichotomy is a wonderful representation of what is wrong with the mega-food corporations. Here they have taken a simplistic piece of parmesan cheese, and complicated it by adding an extensive non-reusable, plastic package. Kraft is clearly trying to solve a problem that doesn't exist, and in doing so is adding to a well-established one.

Besides, an investment of fourteen bucks on Amazon can take care of your cheese grating needs for the next ten years.

My advice? If you see the product pictured below, walk on by.

Instead, maintain a tradition that has served us well for as long as anyone can remember.

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Comments, Pingbacks:

Comment from: oddharmonic [Visitor] · http://oddharmonic.livejournal.com/
I thought this was a joke on first glance. After all, I could replicate that "authentic Italian restaurant feeling" by using a handheld drum grater (around $20 on Amazon) and grating cheese directly onto everyone's dishes while I stand at the table.

Then I realized this product was not aimed at people like me, who note on the calendar the day my local deli gets in 13-year aged Parmesan in November, but people like the blogger with an "ask me to photograph anything" post who posted a picture of a canister of Kraft parmesan cheese and a jar of Lawry's season salt when I asked to see her spice cabinet.
PermalinkPermalink 09/05/06 @ 09:21
Comment from: Barbara Fisher [Visitor] · http://www.tigersandstrawberries.com/
Hey, Kate!

Here is a clue--of course taste is subjective. That is why we read your blog, to hear your -subjective- take on things.

We know you are a Kraft hater. That is cool. That also doesn't negate the fact that the cheese included in this product has no taste.

So, hey, don't apologize for your opinion. That's why we come here, to read what -YOU- think about stuff.

And uh, yeah--what a silly product. My guess is that it won't last long. Why would someone take the time to grate something that tastes no better than product that is already grated?
PermalinkPermalink 09/05/06 @ 11:20
Comment from: kt [Visitor] · http://gastronomy-101.blogspot.com
I also don't understand why Kraft thought that people who are too lazy to get out a grater and grate their own Parmesan when they can get a shaker of already grated parmesan, are going to want to grate their own Parmesan just because the grater comes included with the package.

I'm guessing the people that were buying "already grated" before will keep on doing it because I don't think it's flavor (or the illusion of more flavor) that is motivating their cheese purchase. I'm guessing it's ease of use, and pre-grated will always be easier than grate yourself, instruments included or not.
PermalinkPermalink 09/05/06 @ 14:36
Comment from: Alida [Visitor] · http://eatingaround.blogspot.com
It's sad to think there's even a market for this!

Besides, there's nothing like the guilty pleasure of slicing off a thin bit of cheese to nibble on before grating the rest. But it's got to be GOOD cheese to make that worthwhile.
PermalinkPermalink 09/05/06 @ 15:33
Comment from: shel [Visitor]
Kate,
Did you notice if any of the plastic parts were coded for recycling?

Not that I would buy the product myself.
PermalinkPermalink 09/05/06 @ 16:13
Comment from: kitchengeek [Visitor]
That is truly scary. My boyfriends mother's kitchen is filled with these items.... I'm very with you on the left over piece of paper and the grater that you *gasp* wash and place back in the drawer... for 40 years.
PermalinkPermalink 09/05/06 @ 16:42
Comment from: aoi [Visitor] · http://www.aoisart.blogspot.com/
I have been waiting for this from long time! I hated buying already grated parmesan as I missed grating it from the source! I agree about the package though!
PermalinkPermalink 09/05/06 @ 17:08
Comment from: Michael [Visitor] · http://thedarkerside.to/rants/
It's all about image. I guess this will be a huge success.

It doesn't MATTER if it tastes better or not, as long as their marketing can make people believe that it is better, and trust me, Kraft will do whatever they can to make people believe that.

PermalinkPermalink 09/05/06 @ 17:25
Comment from: Kate [Visitor] · http://secretingredients.blogspot.com/
This product is questionable. Doesn't it taste the same as the pre-grated Kraft cheese? I could be wrong, but I think that most people who buy Kraft products do so to save time...

The environmental issue is unfortunate!

Great product review as always. Big fan-
PermalinkPermalink 09/05/06 @ 18:31
Comment from: John [Visitor]
When it comes to cheese graters, I actually love http://www.amazon.com/Microplane-34005-Better-Box-Grater/dp/B000CO0180/sr=1-18/qid=1157508080/ref=sr_1_18/104-8886835-2216764?ie=UTF8&s=home-garden a whole bunch. The only downside is the lack of the big slice slot thingie mabob. =)
PermalinkPermalink 09/05/06 @ 19:03
Comment from: Erielle [Visitor] · http://www.fancytoast.blogspot.com
Oh I do hope I don't get this as a present from people who know I like to receive cheese as a present. I would rather have a raw hot dog rolled up in a Kraft single.
PermalinkPermalink 09/06/06 @ 04:14
Comment from: Ms. E. M. [Visitor]
This is ridiculous. Great review. As for graters, I think Parmasean and other hard cheeses are msot easily grated with a rotary grater like the zyliss classic, for example. http://www.zyliss.com/ I know, still plastic, but will grate for a very long time, and no scraped knuckles!
PermalinkPermalink 09/06/06 @ 07:18
Comment from: Lisa [Visitor]
Not that I would buy Kraft parmesan in any form, but I can think of one possible advantage of the grater over the green can.

Does the cheese in the grater have any additives? Perhaps just a mold inhibitor? (Kraft doesn't have it on their website yet!)

The grated stuff has, in addition to a mold inhibitor, some sort of cellulose to keep it from clumping. That cellulose alters the mouthfeel (like anyone would notice!). It's also a problem for people who have to be very careful about ingredients---is that cellulose from wheat, corn, wood? As a foodie with restrictions, I certainly hope that any basic grocery store I wander into will have some sort of block parmesan. But, this might allow some folks who've had to give up parmesan because all the grated stuff has a mystery ingredient to indulge in (a rather flavorless) parmesan again.

Personally, I hate cleaning the cheese grater. So I grate the whole block in my food processor & keep a bag of grated parmesan (and romano) in the freezer. I'll dig out the grater for a topping, but when cooking I grab the pregrated stuff.
PermalinkPermalink 09/06/06 @ 08:16
Comment from: Estelle [Visitor] · http://tetellita.blogspot.com
Thank you Kraft (and Kate) for these few minutes of pure laughter! It's funny how some big companies would like to make us believe they invented sliced bread. While reading Cooking Light or some other food magazine, I have recently found an ad for Buitoni diced tomatoes for bruschetta. All you have to do is open the package and put the tomatoes on the toast. Brilliant! Amazing! The tomatoes are diced and packaged for you, who could have thought of thought? Maybe one day you will be able to rent Kraft people to come to your place and feed you with Oreo's. You won't even need to move from your chair!
PermalinkPermalink 09/06/06 @ 11:16
Comment from: Christine [Visitor] · http://myplateoryours.typepad.com
Beautifully put.
PermalinkPermalink 09/06/06 @ 18:09
Comment from: Diana from NZ [Visitor]
Are food-marketing corporations levied with a special environmental tax just to cover the cost of recycling or disposing of their packaging? Perhaps if they were, we might see a bit less of this kind of stupidity.

If you buy a block of cheese you want grated, you have to expend some kind of energy to create the shreds you'll be using, so no matter whether you go round-and-round on a little plastic thing or up-and-down against a metal one, it's all going to be time used. Wouldn't it be better to reduce the trash you toss out by using a trusty metal (mine's lasted 27 years so far) tool? And even though it needs a bit of a wash, you can always put it in the machine that does it for you.

PermalinkPermalink 09/06/06 @ 22:43
Comment from: Ms. E. M. [Visitor]
Yeah, metal would be better environmentally and overall, especailly if I wanted my guests, family members, and I to all eat the little pieces of my flesh which invariably get grated along with the cheese.

I'm just sayin' . . .
PermalinkPermalink 09/07/06 @ 06:45
Comment from: Erika [Visitor] · http://www.tummytreasure.blogspot.com

The can I received clearly has a number 5 on it for recycling. In our area number 5 is collected to recycle.

If you were to buy a 7 oz block of cheese, in order to properly preserve it for use after use, you would need to wrap the cheese in a fresh piece of waxed paper every time you use it- per the experts. Over the life of a block of cheese, that's a lot of non-recycleable waxed paper being tossed over time.

PermalinkPermalink 09/07/06 @ 09:22
Comment from: Barbara Fisher [Visitor] · http://www.tigersandstrawberries.com/
Oh, poo. I use the same damned piece of waxed paper, and my cheese lasts just fine.

The experts are full of it.
PermalinkPermalink 09/07/06 @ 17:00
Comment from: Fesser [Visitor] · http://thegurglingcod.typepad.com
At the school where I do my fessering, they have a big career fair twice a year, and I like to walk around and see who it is I really work for (the thought that my students will spend four years, and untold thousands, and still might have to wear a logo polo at their first job depresses me considerably). Anyway, Kraft was there, and I mentioned Grateitfresh to him, and the Kraft rep kvelled like it was the polio vaccine -- evidently, they had been trying for a long time to develop such a thing, and eventually bought the technology from some guy in a remote Italian village. Go figure. In re the waste stream question, I wonder about the single use of the grater -- it would be hard to engineer a grater that lasted for exactly one blockof cheese, so I imagine they are encouraging single use, so you do not buy your own parm, and use their grater -- I could be wrong, as I am not gonna buy this stuff to find out.
PermalinkPermalink 09/18/06 @ 06:38
Comment from: CS [Visitor]
Thanks for the comment really appreciate it

PermalinkPermalink 11/02/06 @ 14:04
Comment from: Josie [Visitor] · http://hometown.aol.com/josym/index.html
I find this product wonderful and fun to use. Who cares if the parts are not usable again. It's just fun using it and taste good too. :)
PermalinkPermalink 11/12/06 @ 14:26
Comment from: The Trick [Visitor]
You deserve an award for this review, as far as I'm concerned. Kudos!
PermalinkPermalink 12/01/06 @ 08:14
Comment from: Crystal Lee [Visitor]
Though I never tried it, I recall seeing a similar parmasan cheese packaged with a non-reusuable cheese grater at Trader Joe's a few months ago. I wonder if that's where Kraft got their idea.
PermalinkPermalink 12/03/06 @ 00:31
Comment from: Tonya [Visitor]
I have tried it and my husband says it tastes better than the fake stuff in the can. And I know it's not reusable but how often do you reuse your milk jug? Think about it life is now about convenience. Sorry we all don't have enough time or even feel like grating our own pamr to put on our spag.

PermalinkPermalink 12/06/06 @ 12:46
Comment from: Dave [Visitor]
I used a similar product in a Marseille restaurant last week. The grater was the same but it was an Italian brand with a reasonable cheese.

I hate watching somebody else grating my parmesan and this is the only style grater (that I've seen) that a restaurant could leave on a table for customers to use.

If I could buy a reusable version that can take a normal block, I would.
PermalinkPermalink 12/10/06 @ 15:17
Comment from: Nicole [Visitor]
I'm curious as to why one would take it apart when they're done with anyway... I mean if the cheese is gone, and it's not reuseable, just throw it all in the trash in one piece, why waste the time to take it part? That's just weird.

It does in fact, taste better than the pregrated stuff in the green can. I bought this last night because I thought it was interesting, and found that it tasted much like the one I grate myself, granted I'm a cheese expert, but why overthink it? If you want cheap parm, for those of us with children this is a must, then I would go this route over a can anyday... When I want some good parm for a special occassion, I go to the deli down the street & not to my chain grocery store, and then I wipe out the microplane... It's really a simple thing.
PermalinkPermalink 02/20/07 @ 09:02
Comment from: Jim [Visitor] Email
I bought one of those 'grate-it-fresh' things because I cut out a dollar off coupon. What a mistake. The device did not work. The cheese itself is tasteless. Tonight I cut the contraption open and used a conventional grater. I Kraft getting any of this input?
PermalinkPermalink 04/05/07 @ 15:10
Comment from: Dave [Visitor]
I think you guys are acting like a bunch of lemmings. I think this product is just fine.

Fist, I am not a Kraft hater. While some of there stuff is questionable, that is no reason to "hate" a company. Kraft actually makes quite a bit of high quality vegetarian foods.

Second, wow, why would someone what to grate their own (kraft) cheese?! Well, for the same reason someone goes to the deli and buys thin slices of cheese as opposed to thick pre-sliced cheese. The very fine grain on the grater Kraft provides is quite nice. When was the last time you saw pre-grated paremsan from a green can *melt* onto your pasta? I know I haven't.

Third, I'm simply not a cheese fanatic. I've used that "green can" since I was a child and it's always been good enough for me. *I* am the market for this product. You can call me an unwashed heathan if you'd like, but for me, if I feel like something different once in a while, I'll grab a block of cheese with its own grater for $3. What I'm *not* going to do is invest in a "good" grater and buy expensive blocks of cheese just so that I can sit on-high proclaiming Kraft is the devil.

Not to mention, how many of you allow your 4 year old to use a cheese grater? Anyone? Hello? I thought not. My son loves to "make cheese" on his food. He and I cook quite often together and being able to include him in the little things keeps him interested. So before we all start knocking the "Evil Kraft Empire" why don't we try to be objective a little bit and view what they're doing from outside our own little worlds.

There *is* a market for this product and I'm happy to have the choice to purchase it if I so choose.

Thank you for reading my (not so) humble opinion. :)
PermalinkPermalink 05/29/07 @ 10:42
Comment from: Justgnat [Visitor]
Amen to that Dave. I love this thing. I love that I don't have to get my hands all greasy touching cheese. I love that the block of cheese doesn't break in half and that my fingers don't get scraped when the block is almost gone. I especially love that it's self-contained and clean up is as easy as snapping on the lid. I'm a busy woman. I love anything that makes my life a little easier.
PermalinkPermalink 07/05/07 @ 20:28
Comment from: taco [Visitor] Email · http://coastalclimate.bravehost.com
Is that cellulose?
This past week, I was at an environmental workshop which included a tour through a forest to show controlled growth forests are environmentally sound. The guide mentioned the Kraft Parmesan and asked if we knew that wood fluff was the ingredient added to keep the cheese from clumping. The ingredients say it this way, "cellulose power to prevent caking".
Now, to my way of thinking, this is a filler. The package plainly says, NO FILLERS. 100% REAL grated PARMESAN. But on the back, under the ingredients, the label states: No Fillers means we use only Real Parmesan cheese, not imitations or substitutes.
We will never again waste our $$ on this product unless our pet termites want nachos.
PermalinkPermalink 08/04/07 @ 19:31
Comment from: Michel [Visitor] Email · http://www.nahaga.de
Well i really dont unterstand the hype about this product. For myself i always buy a piece of parmesan in an cheese shop and i would never miss it anymore. Also parmesan is very cheap in such shops.
PermalinkPermalink 03/10/08 @ 06:31
Comment from: Liz [Visitor] Email
you can recycle the plastic bits.
PermalinkPermalink 05/04/08 @ 20:19

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