Chipotle You Are Serving More Than Burritos

Oh Chipotle,

I thought you had topped it with your 2011 Super Bowl advertisement featuring Willie Nelson’s “Back to the Start” song, but I was wrong. This morning between classes I watched your new Scarecrow Video.

Image

After painfully watching your three minute video I felt a range of emotions. The feeling that hit me the most wasn’t anger, but sadness.  Erica who must work doing social media for @ChipotleTweets didn’t get it. It appears that she assumed I was sad because of the “bad food” found in the barren grassless, cropless, treeless land the video portrayed, I was sad because this is not at all the way we treat and raise our animals and produce our nation’s food supply. I was also sad because people out there will watch this video and assume that is the way things are.

Image

The ways food production was portrayed in the video is what made me sad, sad because myself and 2.2 million other Americans work so hard grow food for our families and yours and it looks NOTHING like what Chiptole says farming today looks like. I have NEVER seen anyone raise cattle in a metal box with flashing lights.

Image

All the dairy farms I have ever been to do not use such housing for their cattle. I always enjoy seeing Will Gilmer (@GilmerDairy on Twitter) of Sulligent, Alabama’s pictures on Twitter, Instagram, Vine etc. of his Holsteins enjoying green fields and sunshine. Chiptole if you have visited a dairy farm where cows are raised in such a container please share with me, I’d like to see it.

dairy cow Holstein Alabama pastures

Gilmer Dairy: Follow Will on Twitter to see what he does on a daily basis on his farm in North Alabama

I’m also not sure why you show chickens being “pumped” with hormones.

Image

Don’t you know that giving chickens hormones is illegal? It doesn’t happen. According to my poultry science professor Dr. Wallace Berry hormones do not even benefit chickens not to mention it would be too labor intensive. Don’t believe me? The University of Georgia has a great article on 7 Reasons Why Chickens are not Fed Hormones https://www.poultryventilation.com/tips/vol24/n4.

Chiptole if you believe in “honesty” and “integrity” why on earth would you make a video and a game filled with such false and misleading information. To be honest if I didn’t know any better I would probably jump on the band wagon with you. However, I am smarter than that, I am not going to fall for a marketing stunt and I would hope the American public wouldn’t, but in today’s society that would be very wishful thinking.

I have never and will NEVER eat at one of your restaurants. What a wonderful opportunity as a seller of food  you could have to give people a glimpse of how their food is raised, people are curious, more and more people are living off the farm today than ever before. You could make advertising campaign into a positive one instead of one using fear. Considering you sell food I would hope you have been to a farm, but from your video I would guess you haven’t. Myself and many others would love for you to visit a farm (I can find you one anywhere in the country to visit you just let me know). If you were to see what REAL agriculture is like, I think you would agree it looks nothing like your video or your app.

Advertisements