Chipotle paints grim picture with latest marketing push


Here’s a short video just released by Chipotle.

The restaurant chain’s opposition to large-scale, high-density cattle production is nothing new. This time, however, the company is painting a particularly grim picture with an animated short set to an eerie cover of  “Pure Imagination” from Willy Wonka and the Chocolate Factory.

Tell us, what do you think about Chipotle’s latest push?

Sound off in the comments below!


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Will Flannigan is Farm and Dairy's online editor. He grew up in Salem, Ohio, and is new to the agricultural scene. Will enjoys hiking, community theater and learning new things.


  1. Kudos to Chipotle’s for exposing industrial animal production! Factory farms emphasize high volume and profit with little regard for their effects on the environment, public health, and animals. Sustainable agricultural systems are environmentally safe, economically viable, and socially just.

    • And they (conventional beef feedlots) feed a growing population.
      I enjoy home raised- grass fed beef and raise quite a number each year, but I also understand that not everyone can afford it and there would’nt be enough if everyone could.

  2. As an individual who walked away from my home since 1976 which I have been trying to sell for 26 years, I think this is a great way to expose the problems of todays method of raising our meats. I do hope at some point Farm Bureau recognizes the difference between a commercial operation, and one such as Park Farms No. Preston site which destroyed my life. I understand after walking away from my property the No.Preston site was closed. Too late to help me recoup my loss!

  3. With 1,400 outlets, an income of $246 million in 2012, and over 37,000 employees, the idea of Mr. Happy Scarecrow pulling veggies from his organic truck patch is, as the song goes, all “in my imagination.” Still, at least Chipotle is trying and I applaud the chain for that.

    • It’s my understanding that Chipotle sources as much of its meat and produce as possible from sustainable, local farms, so at least we know that some of that money is supporting small farms and staying in the local economy. It’s difficult when, as you mentioned, Chipotle has so many locations and are doing a large volume of business. Small, local farms in the south aren’t churning out thousands of heads of iceberg lettuce in the middle of the summer, or corn and peppers in the dead of winter.


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