Chipotle Puts Its Money Where Its Heart Is

Friday, September 2, 2011

This is probably one of the best videos I've seen in a long time. Say what you will about Chipotle: its long lines, rushed, messy orders of sour cream doused on top of corn on top of mild salsa and pinto beans can seem a little off putting at first. But underneath that layer of beans is purely organic, farm raised meat. No antibiotics are used to fatten the animals they use, or make them "manufacture-ready" to be available in restaurants faster.


In a brilliant new campaign, Chipotle is marketing its belief in the integrity of farm-raised food and the people who work hard and lovingly to nurture it: the farmers. This video, shot by designer John Kelly, is one of the most original depictions of what has happened to the food industry across the American landscape. And it's told very sweetly and honestly. The video opens with a farmer and his family in a pastoral setting. The farmer is happily raising his livestock, when it becomes apparent that the need for more of his livestock will require the animals to be caged, fattened unnaturally with chemicals, processed through cylinders and then cut down into uniform-shaped cubes. But the beautiful ending shows the farming coming to realization that this is not how he believes food should be processed nor how animals should be cared for. So with the lovely choice of a Willie Nelson cover of Coldplay's "The Scientist" (one of my absolute favorites of theirs) as the background music, the farmer goes "back to the start" and reverses all that manufactures have done.

Enjoy the video. Tear up a little bit (I know I almost did), and support natural food! I'd love to see this on TV if it isn't playing already. Catch some behind-the-scene stills of how the video was made here.

Thanks to Fast Company for the original post.

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