The first meal I ate at Chipotle was the first and only meal I consumed at one of their restaurants in San Antonio, Texas. The restaurant that is near the air base.
I read the cup, and choked down my tacos and made a vow that I would never eat there again.
This commercial by Chipotle and Willie first made it on the web this summer. I put it on my blog, and the ad drew attention on Facebook. I was surprised to see it make it mainstream appearance tonight during the Grammys.
I am disgusted.
As this is a well-played agenda item by Chipotle aired, NCBA Director of PR Daren Williams responded quickly. He has one of the best quotes I have seen tonight through social media regarding this issue:
Dear Chipotle: Food with integrity requires marketing with integrity. So tell us the truth, how much of the meat you sell is truly “naturally-raised.” What percentage of your vegetables are organic? More important, is “naturally-raised” and “organic” really better for our health and the environment? Or is this all just a bunch of “clever marketing”? Inquiring minds want to know.Signed, Your Confused Customer
This is followed by a quick blog post by Crystal Cattle; she dispelled the myths and misinformation that is told in this ad.
And friend Jara Settles had another intelligent statement regarding this ad:
Organic farming practices are a great niche market for some of our nation’s producers and kudos to those consumers who can afford organics… but I’m sorry Chipotle, organic food will never feed the masses with a safe, wholesome and ethically produced product the way conventional crops/proteins do… or as Cambridge chemist John Emsley puts it “in a global conversion to ‘organic farming’-an estimated 2 billion people would perish. . .”
Nebraska Farm Bureau also responded in September, the organization described the ugly picture life may be like for the 7 million and growing world population without modern agriculture.
Finally, the Beef Beltway via Daren Williams responded in the fall of 2011 to this ignorant commercial.