Many of you have probably seen or heard about Chipotle’s commercial, “The Scarecrow” and their recent video series, “Farmed and Dangerous.” Chipotle claims these spots are shedding light on the “inhumane” and “unsustainable” nature of “industrial farming.” They try to use the videos to inform people of the perceived problems with the current food system, such as the difference between meat that is ethically raised and meat that isn’t. Their approach seems genuine and sincere at first and is attracting a lot of attention from consumers.

To be clear, I do agree with the general ideals Chipotle claims they are supporting:

• The consumer does deserve healthy meat from humanely raised animals
• The family farmer is who should be raising their food
• Ethical behavior should be of greater concern than profit.

What I don’t agree with is Chipotle’s definitions of family farmers, humanely raised animals, and ethical behavior…