Apparently this issue isn’t going away anytime soon and the ad is garnering attention from major Agricultural figures, as well as famed author Michael Pollan who tweeted this article today: Chipotle Article Read this!
And then read this:
Here are my thoughts as I read this article and the quotes that sparked my thoughts:
- “The agriculture industry hates it,” : Great! The agriculture industry hates the ad as much as me because they know how fake Chipotle is and want a better world for all!
- “In general, this romanticized view of agriculture is not going to be able to feed the world,” said Tom Super, spokesman for the National Chicken Council, of what the industry sees as Chipotle pushing its ideals on consumers,” : NO NO NO this isn’t good!
- “Chipotle’s latest video, in particular, has ruffled the feathers of the NCC, because it shows chickens being injected with what seem to be hormones even though those are not allowed in poultry production,” : How interesting… because I am pretty sure there are a lot of hormones used in poultry production in this country. Maybe their explicit legislature says no, but let’s all reflect on the fact that anything that is “industry normal” is considered okay for factory farmers, even if it blatantly breaks the previously established laws. So if factories are injecting hormones into their chickens, and this is static across the board- which it is, then nobody is allowed to stop them. Harrumph.
- “One of the most emotional moments of the video — a close-up showing the sad eyes of a cow in a crate — is also inaccurate, several groups pointed out. “There’s a reason why it’s done in a cartoon because you won’t find that in a meatpacking plant,” said Eric Mittenthal, spokesman for the American Meat Institute.” : This is a valid point, I had a similar reaction because the cow’s eyes are heart wrenching, but it’s true that real life cows do not express that kind of emotion in their eyes. However, this is a great tactic for inspiring change because although real life cows don’t express these emotions so clearly in their eyes, they are experiencing those feelings and we as consumers don’t acknowledge this truth.
- “The agriculture industry fears that Chipotle, more than just influencing consumer behavior, could ultimately help drive policy either by bolstering the grass-roots good-food movement or by having the ear of members of Congress.” : AHA! The ag industry admits that they don’t like happy animals and farmers and healthy consumers! Why, you ask? Because they don’t get as much money from “grass-roots good-food movements.” My blood is boiling.
- “Rep. Louise Slaughter (D-N.Y.) reintroduced a bill banning nontherapeutic uses of medically important antibiotics in food animal production earlier this year, but the proposal has yet to gain traction.” : 1) Can we all giggle at the irony that this person’s last name is Slaughter? 2) Shocking! I am floored! Nobody wants to support the ban of dangerous and unhealthy chemicals in our animal products?!
- ““But Chipotle plans to continue its advocacy through advertising and stay out of formal lobbying and contributing to campaigns, company spokesman Chris Arnold told POLITICO.“Our focus is on running restaurants, not dictating public policy,” he said.“What we’re trying to do with these kinds of communications is bring people in through entertainment and leave them learning something that they didn’t know about issues in food before, so the idea is to spark conversations.” ” : I have a lot to say about this chunk of words. Basically, what I am seeing is that Chipotle is chasing after change, but doesn’t actually want to put in the effort to see it through. Don’t they want to change public policy so everybody has better food? Isn’t that what they stand for? Real, good, honest, and responsible food? Maybe it’s because they want to be the only people producing this kind of product in the chain industry, because right now they have a monopoly on the “conscious eaters on the go” demographic. Maybe that’s me over thinking this whole thing. But I think it’s a point worth acknowledging and considering. In regards to that last statement, they certainly are sparking conversations.
- “But major ag groups think Chipotle is refusing to engage in the conversation it hoped to start.” : AH! We agree on something!
- “Both the U.S. Farmers & Ranchers Alliance and the Animal Agriculture Alliance, which represent the most powerful players in agriculture, reached out to Chipotle last week to express their disapproval of the company’s depiction of the food system. The groups have invited Ells to tour farms and have a public discussion about the video, but those offers have so far been turned down.” : Okay our agreement has ended. Chipotle didn’t produce an honest ad, but not for the reasons that big ag thinks. I want Chipotle to take up their offer so I can hear about what they see, because the factory farming side of Chipotle’s ad is an accurate depiction.
- ““It’s a fabrication of how food is produced and fabrication that drives the sales for food they produce,” said Randy Krotz, executive director for the U.S. Farmers & Ranchers Alliance. “It doesn’t seem like they need to stoop to this kind of marketing campaign.” ” : Nope not a fabrication of how food is produced in this country. Sorry Randy. But it is a fabrication of Chipotle’s food production. So agreed and disagreed on this.
- ” “The underlying issues that are portrayed in the film are things like the overuse of antibiotics, the harsh crowding of animals, the extent to which food is processed are very real issues,” Arnold said.” : Arnold works for Chipotle and I’m not sure that “underlying issues” is the best way to define those things, because they seem pretty prominent to me.
- “ “I think it’s priceless that the food industry is upset by what they see as deceptive marketing, when their use of false imagery is rampant,” added Pollan, citing the fact that big meat companies often use images of small, idyllic farms with red barns and rolling hills to sell their products. “It’s the pot calling the kettle black.” ” : Michael Pollan nailed it. This sums up everything I have been saying so far. It’s hilarious for the big ag figures to be so angry by Chipotle’s significantly more accurate depiction of their industry than their own images they produce. They are constantly portraying food systems in this country as happy and healthy which is completely false. Big ag is only angry because this is the truth and they don’t want the truth reaching such a huge audience.
- “But the bitterness felt by the industry isn’t just tied to Chipotle’s latest advertisement. The company, which once counted McDonald’s Corp. as its largest investor, has been making enemies in the livestock and biotech industries with its highly publicized push against GMO ingredients and toward antibiotic-free meat.” : For these reasons I love Chipotle. If you aren’t making anybody angry then you aren’t standing up for anything. Again, it makes me laugh to enjoy how angry these big ag companies get at Chipotle for exposing their faults.
- “But with less than 2 percent of the U.S. population involved in food production and the world’s growing population to feed, the agriculture industry has argued that turning away from efficiency-boosting technology, like GMOs and synthetic hormones, will leave people hungry. It is stymying innovation, said Cathleen Enright, executive vice president for food and agriculture at The Biotechnology Industry Organization. “It’s unfortunate when marketing such as this is used, because it could jeopardize our common goal of feeding the world’s growing population.” ” : AHHHHH anger! Yep, let’s pump people full of more and more artificial hormones and dangerous chemicals because that will make them less hungry- maybe, but it will leave us all sick and ultimately less full than real foods. Big ag is turning away from a traditional farming system in favor of a disgusting system to try and feed the world. Local farming and food production is good for the local economy, good for the people eating it, and good for the farmers and animals involved in the production. Yes we can’t rely on this completely- yet. But shouldn’t we be working towards making that way of food production more sustainable and effective rather than moving in the direction towards completely unsustainable and unhealthy systems?
- ““What we would like to see that ‘The Scarecrow’ portrays is a system where [antibiotic- and GMO-free] is not the niche, where that is the system, and that’s what we would like to see. We understand that we’re not there yet. We understand that the food system isn’t there as a whole,” he said.” : So why not get involved in policy? If this is what you want? Again, I am doubting your motives here, because I am still convinced you are more committed to making a profit than making a better food system for the country and the world.
That was a lot, but I think that Chipotle has accomplished its goal and launched a very important conversation about food that we should all be engaging in.