Tuesday, March 4, 2014

Chipotle's farm satire upsets agriculture industry (USA Today)

Chipotle's farm satire upsets agriculture industry:

WASHINGTON — Chipotle Mexican Grill, the rapidly growing taco and burrito chain, has tried to stand out from its competitors in the crowded restaurant industry by selling fast food with a socially responsible twist.
But a recent four-episode comedy show on the streaming-TV service Hulu, promoted as an "original Chipotle series," has drawn the ire of farmers and agricultural groups. They say the show's use of exploding cows and its criticism of industrial farming are misleading — making the program the latest public relations ordeal for the agriculture industry. It comes on top of ongoing concerns over how animals are raised, the safety of genetically modified crops and the public outcry over "pink slime" — the name given to lean finely textured beef.
Since its founding more than two decades ago, the Denver-based Chipotle has not masked its opposition to huge industrial farms while at the same time going to great lengths to promote its support of sustainable agriculture.

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