The agriculture industry is not happy with Chipotle for multiple corporate choices and misleading marketing campaigns that have negatively influenced the industries reputation. With a large budget and marketing team that knows how to sell to emotions of the consuming audience, Chipotle continues to win over fans with portrayals that are much less than accurate of our modern food growers.
“Back to the Start”
Chipotle Mexican Grill demonstrated their first controversial marketing campaign in 2011. The advertisement was titled, “Back to the Start” and portrayed an evolution of animal agriculture, originating in wide-open pastures and transforming into factories oozing waste into waterways. Chipotle insinuated that the family farmer has been replaced by unethical, toxic factory farms that were detrimental to the environment. At this point, Chipotle was ramping up their “Food with Integrity” campaign, as well as their “Responsibly Raised” trademark. Even at this point we can identify a huge gap between public perception and reality when it comes to modern production methods. Chipotle was exploiting this gap to their advantage.
“Food with Integrity” – Cattle
Chipotle’s “Food with Integrity” campaign is essentially a slap in the face to the entire US beef industry. Chipotle claims “responsibly raised” cattle are grass-fed. Many farms in the US uphold Chipotle’s “responsibly raised” criteria, but Chipotle purchases beef from Australia because they are able to source this meat cheaper. Chipotle’s refusal to purchase beef from the US not only refutes their “buy local” mentality, but also insinuates American beef producers do not farm with integrity, or responsibly raise their cattle. Bottom line, Chipotle’s primary concern is profits.
“Food with Integrity” – Swine
Chipotle’s “Food with Integrity” campaign also calls for swine to be raised outdoors, however, a vast majority of swine producers raise their herds indoors. The issue with Chipotle’s mantra is that pigs are often housed indoors for their safety. It is actually cheaper to raise pigs outside, but more dangerous because the herd becomes more susceptible to illness and disease. Additionally, the herd is subject to weather related danger and predators. So, according to Chipotle, “responsibly raised” swine should be subjected to a more dangerous environment. Housing animals outside does not equate to better pork. Genetics, nutrition, health care and management do.
“The Scarecrow”
In 2013, Chipotle released another controversial marketing scheme with the release of “The Scarecrow” video and accompanying mobile game. The ad depicts another animated factory setting where the main character, a scarecrow, travels through a factory world of food production and finds solace in his garden. Chipotle’s Chief Marketing Officer, Mark Crumpacker, said the restaurant chain hopes to encourage consumers to learn more about where our food comes from and learn about the differences of processed and real foods. Consumer agriculture education is severely lacking in the United States, so these ideals sound promising. However, Chipotle planned to dictate the conversation in favor of their own profits. The company continues to silence conversations with agriculture producers who feel targeted by their detrimental campaigns.
“Farmed and Dangerous”
In early 2014, Chipotle produced a four-part series on Hulu titled, “Farmed and Dangerous”, which depleated an estimated budget of $1 million on production alone. The series portrays agriculture as the clear antagonist. Mark Crumpacker presented the ad, titled Farmed and Dangerous, as a satirical comedy that points out agriculture’s aggressiveness to earn a profit, no matter the cost to animal health or well-being.
NO GMO’s
Most recently, Chipotle has been boasting their omission of GMO’s on the menu, claiming “there is an active debate over the safety of foods with GMO ingredients”, this debate has in fact not been active since numerous studies and academic research have proven their safety. Not only are GMO’s a source of good nutrition, they’re also good for the environment. They help farmers conserve soil and allow producers grow more food on less land. Mainstream foods with GMO ingredients can and do exist side-by-side with organic foods and other options.
In conclusion, Chipotle continues to exploit consumer ignorance for their own financial gains. They support corporate marketing experts in New York who may have never stepped foot on a farm to dictate the public’s view of the industry that has been sustaining the world’s food and fiber system since before Chipotle was even a thought.
