It couldn't be better timing. Just when it seems that our food system has been hi-jacked by corporate agriculture along comes Chipotle's new ad "The Scarecrow" which is a brilliant critique of factory farms and Big Ag. This ad has you believe that perhaps it is possible for big business to be on the side of the consumer and the environment.
It pulls back the curtain on corporate green washing as only an insider could do in its format which is longer than the typical ad and more like a short infomercial.
Chipotle gives the plot line:
In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory. [Chipotle]
It's a brilliant piece. Trouble is; there is no way to raise meat that is good for the environment, not without a drastic reduction of
meat consumption. It's the scale that is the problem.
Still, it's a great message and a step in the right direction.