BEEF Daily

I'll Get My Burritos Elsewhere, Chipotle

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Chipotle restaurant is up to no good again. The Mexican food chain is well-known for its target-marketing, blasting conventional food production while amping up the benefits of all-natural products. To me, naturally-raised food is a great option, but not at the expense of scaring folks into buying it through marketing tactics that falsely label conventionally-raised foods as full of antibiotics and hormones.

Part of Chipotle’s marketing effort that demonizes traditional beef production is a video posted on the restaurant’s website.

The restaurant describes the video like this: "'Back to the Start,' is a video accompanied by music from Coldplay's haunting classic 'The Scientist,' which is performed by country music legend Willie Nelson for the soundtrack of the short film. The film, by film-maker Johnny Kelly, depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system."

This video comes to no surprise to me. For the longest time, I have refused to eat at the restaurant as the chain advocates against conventional agriculture -- using terms like “big agriculture” and “factory farming” on their billboards and even in the fun marketing gimmicks they pass out to kids! The chain of restaurants advocates an anti-big agriculture position. Their newest campaign is called ‘Food with Integrity,’ which implies that food that is not organic, locally-raised or family-produced is bad for your health and the planet.

The video certainly portrays us in a negative light. Let the chain know what you think. Then, find a more agriculture-friendly restaurant to visit the next time you get a hankering for a burrito or enchilada.

What's BEEF Daily?

BEEF Daily Blog is produced by rancher Amanda Radke, one of the U.S. beef industry’s top social media “agvocates.”

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Amanda Radke

Amanda Radke is a fifth generation rancher from Mitchell, S.D., who has dedicated her career to serving as a voice for the nation’s beef producers. A 2009 graduate of South Dakota State...

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