Chipotles was started by Steve Ells in 1993. After growing to 8 restaurants, Steve's continuing search for differentiation from Chipotles' competitors through fresher, more nutritious, and better tasting ingredients led to his awareness about Big Ag's intensive methods of raising the pork that his restaurants used. Steve was convinced there had to be a better way.
Chipotles recommended reading list:
- The Omnivores Dilemma
- In Defense of Food
- Righteous Pork Chop
That Mission within a Mission led to Chipotles sponsoring the short video
I found that short to say very little directly, but stirred strong, deep emotions within me. Big Ag was quite upset by this video; quite understandable as it exposes them and their questionable practices. The New Yorker magazine had a good review of the video, Chipotle, and their values portrayed.
Still not satisfied with the rate of change for the better, Chipotle commissioned a sequel to The Scarecrow, rolling out Farmed and Dangerous. Chipotle describes it as:
"A Chipotle original comedy series that explores the outrageously twisted and utterly unsustainable world of industrial agriculture."
The 4 episodes are available on-line from Hulu, but are not easily watched outside of the USA. You can watch clips on Youtube, or Huffington Post, or download all 4 episodes using Bit Torrent
Here is a Farmed & Dangerous trailer:
I found Farmed and Dangerous to be a funny parody, as it is too close to the truth. I can see one or more Big Ag. person being disappointed because they didn't think of "PetroPellet" first. In other words, they can't see this as a parody, as it makes total sense to them that Big Ag. would do something so ridiculous.
The CAFO (Concentrated Animal Feeding Operation) owners all over the world are not amused. A number of them and their Big Ag. friends don't appreciate being the but of the joke. Perhaps they are considering legal action for libel, slander, and defamation of character, and similar charges.
The Milwaukee Journal Sentinel voices the complaints of the various Big Ag. farm groups, as does Peterson Bros. Farm Blog, given voice at Huffington Post, and many others in the meat industry.
It's scary that this is how far we've come.
It's time to re-trace our steps and get back on the righteous path to our proper destiny.