Star Power

Thursday, October 13, 2011

A few weeks ago I posted about Chipotle's latest ad campaign to reinforce how natural their products are and how they advocate for farmers. Well, the organization is back again to spread the word, this time teaming up with Karen O of the Yeah Yeah Yeahs to bring even further awareness to the plight of farmers by promoting their upcoming fundraiser Boorito (I know.)

In the first video Willie Nelson beautifully covered Coldplay's 'The Scientist" to depict how a farmer's once free-roaming livestock quickly became fenced in, chemically fattened, and essentially abused in order to feed the ever-hungry machine of mass produced meals.

The latest video from Chipotle's campaign is equally captivating and has Karen O lending her vocals, covering a Willie Nelson/Waylon Jennings tune "Mammas, Don't Let Your Babies Grow Up to be Cowboys." (If the next video features a cover of a Yeah Yeah Yeahs song I'm going to do a cartwheel). In this video, directed by David Altobelli, kids are shown breaking into an abandoned home and destroying property. But quickly we start to understand that this home was once owned by a farmer and his family, who were forced out due to what we can presume is loss of money due to corporations nickle and diming them and underpaying for the bounty they supply this country. Essentially taking away business. According to Chipotle's site, today only %16 of agricultural production comes from farmer's, and the remaing %84 comes from large-scale operations.

On Halloween this year, Chipotle is holding a Boorito fundraiser to raise $1,000,000 that will go to support The Chipotle Cultivate Foundation and Farm Aid (which is why you've been getting your fill of Willie Nelson). On October 31st, come to any Chipotle from 6pm to closing, wearing your adorable Halloween costume inspired by the family farm (Beverly Hillbillies, anyone?), and you will get a burrito, taco, salad, bowl for $2. Make like Spike Lee, ya'll, and do the right thing. You can also read more here. Check the video, and also help out if you can.

As someone who's grandparents were farmers, and who's aunts and uncles and cousins grew up on the farm, it's really sad and inconcievable to think that an occupation such as a farmer's--an essential supplier of natural nutrition and bounty--could be rendered obsolete. It's an area that, although "Big Business" is thriving in and profiting heavily from, I don't think could ever fully command.


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