Chipotle's "The Scarecrow": Heavy On the "Scare," Light On Reality

CHIPOTLE'S "THE SCARECROW": HEAVY ON THE "SCARE," LIGHT ON REALITY

chipotle-land With the release of an animated short film promoting their new iPad app, Tex-Mex restaurant chain Chipotle becomes the latest member of the food service industry to create a public relations dustup with America’s farmers and ranchers. Chipotle’s film, titled “The Scarecrow,” follows a conflicted cartoon scarecrow through a deceptively conceptualized food factory where growth-inducing chemicals are injected into chickens and distraught cows are locked in futuristic milking machines.  The scarecrow then opens a home-grown food stand using produce from his own garden. In Chipotle’s attempt to distance themselves from their competitors, they are leading consumers down a path of confusion.  But worst of all, they have launched what can only be seen as a direct assault on animal agriculture, borrowing messaging concepts from animal rights extremists to make their point.  There’s even a swipe at “Farmers Feeding the World” messaging used by agricultural advocacy groups.  In fact, that’s exactly what American farmers are doing, and they will be called on to increase their output as the world’s population continues to grow. Agriculture advocates from across the country are weighing in, voicing their displeasure with the filmDavid Hayden, a widely-known ag blogger, rebuked Chipotle in a recent post, saying, “Your latest video just slapped farmers and ranchers across the face.” Chipotle is a very popular restaurant, with a strong customer base in urban and suburban communities.  It seems reasonable to assume that the bulk of Chipotle’s customers are several generations removed from life on the farm in rural areas, and as a result, their only impression of modern food production comes from misleading media just like this film.  As most of us know, a visit to an American farm, today, would leave most consumers with a vastly different perspective than the one Chipotle has elected to portray. “Food With Integrity.”  That’s Chipotle’s slogan.  We fail to see how demonizing the hardworking farmers and ranchers who produce safe, affordable food can fall under the category of “integrity.”  Chipotle’s scarecrow ad is nothing but a strawman argument, in which they’ve put forth their own distorted version of reality, attacking modern food production to scare customers straight into their restaurants. America’s farmers and ranchers feed their families and ours with the fruits of their labor and they deserve much better than this.  

DONATE

Please consider donating to Protect The Harvest.

Donate Today

Events

  • 2019 FFA National Convention

    Join us at the 2019 FFA National Convention. The dates include Monday, October 28, 2019 - Saturday, November 2, 2019 We would love to see you there!


  • 2019 Indian National Finals Rodeo

    Join us at the 2019 Indian National Finals Rodeo. The dates include Tuesday, October 22, 2019 - Saturday, October 26, 2019 We would love to see you there!


  • National Association of Farm Broadcasters Convention

    Join us at the National Association of Farm Broadcasters Convention. The dates include Wednesday, November 13, 2019 - Friday, November 15, 2019 We would love to see you there!


Wild Spayed Filly Futurity

NEWSLETTER

Government By The People

Events

  • Starts: Monday, October 28, 2019

    2019 FFA National Convention

    Join us at the 2019 FFA National Convention. The dates include Monday, October 28, 2019 - Saturday, November 2, 2019 We would love to see you there!

    2 months from now
    Website Location
  • Starts: Tuesday, October 22, 2019

    2019 Indian National Finals Rodeo

    Join us at the 2019 Indian National Finals Rodeo. The dates include Tuesday, October 22, 2019 - Saturday, October 26, 2019 We would love to see you there!

    2 months from now
    Website Location
  • Starts: Wednesday, November 13, 2019

    National Association of Farm Broadcasters Convention

    Join us at the National Association of Farm Broadcasters Convention. The dates include Wednesday, November 13, 2019 - Friday, November 15, 2019 We would love to see you there!

    3 months from now
    Website Location
  • Starts: Friday, August 23, 2019

    2019 Nebraska State Fair

    Join us at the 2019 Nebraska State Fair. The dates include Friday, August 23, 2019 - Monday, September 2, 2019 We would love to see you there!

    2 days from now
    Website Location
  • Starts: Wednesday, February 5, 2020

    2020 Cattle Industry Convention & NCBA Trade Show

    Join us at the 2020 Cattle Industry Convention & NCBA Trade Show. The dates include Wednesday, February 5, 2020 - Friday, February 7, 2020 We would love to see you there!

    6 months from now
    Website Location
  • Starts: Friday, September 13, 2019

    2019 PBR PFIWestern.com Invitational

    Join us at the 2019 PBR PFIWestern.com Invitational. The dates include Friday, September 13, 2019 - Sunday, September 15, 2019 We would love to see you there!

    3 weeks from now
    Website Location
  • Starts: Saturday, September 21, 2019

    2019 Two Tails Ranch Event: All About Elephants

    Join us at the 2019 Two Tails Ranch Event: All About Elephants. The dates include Saturday, September 21, 2019 - Sunday, September 22, 2019 We would love to see you there!

    1 month from now
    Website Location
  • Starts: Sunday, December 1, 2019

    2019 International Association of Fairs & Expos Convention

    Join us at the 2019 International Association of Fairs & Expos Convention. The dates include Sunday, December 1, 2019 - Wednesday, December 4, 2019 We would love to see you there!

    3 months from now
    Website Location
  • Starts: Thursday, December 12, 2019

    2019 Indiana Farm Bureau State Convention

    Join us at the 2019 Indiana Farm Bureau State Convention. The dates include Thursday, December 12, 2019 - Saturday, December 14, 2019 We would love to see you there!

    4 months from now
    Website Location
  • Starts: Friday, March 13, 2020

    2020 International Sportsmens Expo - Scottsdale, AZ

    Join us at the 2020 International Sportsmens Expo - Scottsdale, AZ. The dates include Friday, March 13, 2020 - Sunday, March 15, 2020 We would love to see you there!

    7 months from now
    Website Location