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CHIPOLTE TAKES ANOTHER SHOT AT MODERN AG, USFRA ISSUES COMMENTS
Sep. 16, 2013
Source: U.S. Farmers & Ranchers Alliance (USFRA)
Last Friday, major news outlets including USA Today and NPR reported on Chipotle's latest video and online campaign, titled "The Scarecrow."
While educating consumers on food production is important, the video clearly attempts to portray America's food system in a poor light and reinforce many inaccuracies and negative stereotypes around modern agriculture.
In a statement from Chipotle, the company said the video and a related downloadable game are designed to help educate people about the world of industrial food production that supplies much of what they eat.
"The film is set in a dystopian fantasy world where all food production is controlled by fictional industrial giant Crow Foods... staffed by scarecrows who have been displaced from their traditional jobs on the farm and are now relegated to working for the crows by helping them maintain their unsustainable processed food system."
With many of today's consumers several generations removed from the farm, this deceptive misinformation and negative portrayals add to confusion around what farms truly look like and the technology and advances being made in agriculture to enhance and improve the efficacy, safety and sustainability of food production.
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