Not long after they released a pioneering ad lauding their reliance on sustainable agricultural practices and criticizing industrial farming, fast food-casual giant Chipotle is releasing another ad once again criticizing the practices of large-scale agricultural producers.
For the past few years, consumers have become increasingly aware of the dangers of large-scale agricultural production. Several major food-borne illness scares, particularly a deadly listeria outbreak traced to a Colorado cantaloupe farm, and the groundswell of criticism against the use of pink slime have encouraged many consumers to shop locally. As a result, over the past few years, the number of farmers markets in the country has increased significantly.
The popular fast food chain Chipotle has hitched its wagon to this latest craze. The company routinely advertises its hormone/antibiotic free meat products and its organically grown produce. In a recent web-based advertisement, the company switched gears, highlighting the potential damage that industrial farming can do to the environment.
Farmers, however, are upset at the ad, claiming that it unfairly portrays small family run farms as industrial behemoths and arguing that Chipotle’s corporate profits are significantly higher than the Midwestern family farms they criticize.
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Written by: Justin Ellison / Farm Plus Staff Writer