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Chipotle's farm satire upsets agriculture industry

WASHINGTON

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Chipotle Mexican Grill has angered farm groups by
producing a satirical television series that criticizes industrial
farming practices.
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Chipotle's farm satire upsets agriculture industry _________
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WASHINGTON

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Chipotle Mexican Grill has angered farm group

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Chipotle's farm satire upsets agriculture industry

Christopher Doering, Gannett Washington Bureau 12:06 a.m. EST March 3,
2014

Chipotle Mexican Grill has angered some farm groups by producing a satirical
television series that criticizes industrial farming practices. Farmers say
its portrayal of farming is misleading.

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The episodes, which run about 30 minutes including commercials (some of
them featuring Chipotle offering consumers the chance to win free
food), satirize the lengths that agribusiness and its image-makers go
to create a positive image for industrial agriculture.

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"What I do works best for me," said Sailer, a member of the Iowa Farm
Bureau Federation, who has eaten at Chipotle once but has soured on the
restaurant following the recent satire. "Over the years from my
experience I've evolved into what I think is best for the animals. They
put down big ag but they're big food. I just don't appreciate the way

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Katie Stocking, the owner of Happy Medium, a Des Moines advertising
agency, called the satirical series a "great move" for Chipotle. The
restaurant chain and its founder, co-CEO Steve Ells, are able to use
the platform to promote the company's agenda in a way that gets people