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Chipotle's Gamble

"Watch The Scarecrow, the companion film for Chipotle's new app-based game. Then download the free app at www.scarecrowgame.com and join the quest for whole sustainable food."

Seth Dixon's insight:

This video (and earlier videos in the same vein) is extremely risky business.  These videos perfectly encapsulates the beliefs, values and ethics that underscore the organic farming movement and resonate with consumers.  This is a key part of Chipotle's advertising campaign, food with integrity.  Many within the agricultural industry are not amused, and as a group they are Chipotle's suppliers.  “In general, this romanticized view of agriculture is not going to be able to feed the world,” said Tom Super who is the spokesman for the National Chicken Council.  Many in the industry think that Chipotle pushing its values on consumers.  See this article for more on the tension between Chipotle and agricultural suppliers. 

  

Tags: food, agriculture, food production, agribusiness.

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Alison D. Gilbert's curator insight, October 16, 2013 7:48 AM

Sounds good. I liked the video I saw.

Liam Michelsohn's curator insight, October 21, 2013 7:27 PM

If the Owners of Chipotle are actually growing and raising their animals organically they have no choice but to approach their competitors aggressively.  Growing high volume quality food is a much more expensive and slow process then genetically modifying animals to create higher yields. I thought the commercial was beautifully done and struck a tone I wish I heard more often. 

Shelby Porter's curator insight, November 4, 2013 10:29 AM

This video probably set some of the leading fast food chains and restuarants on edge. Chipotle is starting an organic agricultural revolution, and with good reason. Most fast food cooperations are like the scare crow foods in the video, not using one hundred percent animal products, and using chemicals to enhance them. It is like that in other places too. Mnay farmers now are breeding chickens to have much larger breasts because that is what is in demand. But none of this is good for our bodies. Chipotle is one of many organic companies trying to go back to the basics and feed us food that is also good for us. They are showing us that this agricultural revolution can feed the people of the world. 

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