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Another farmer’s response to Chipotle’s agriculture take down

This article or excerpt is included in the GLP’s daily curated selection of ideologically diverse news, opinion and analysis of biotechnology innovation.

In the boardrooms of Madison Avenue, they call it “values branding”: a marketing strategy in which a company tries to instill a feeling of righteousness in the customers who buy its products.

But what kind of values would inspire a corporation to wage a smear campaign against America’s farmers?

That’s the question I asked after learning about the latest ploy of Chipotle Mexican Grill: a series of four 30-minute videos, scheduled to debut next week on Hulu, the online television service. Called “Farmed and Dangerous,” it is, in the words of the New York Times, “a full-throated attack on ‘industrial agriculture,’ complete with a Dr. Strangelove-like scientist inventing eight-winged chickens.”

Apparently the show also features exploding cows.

“Farmed and Dangerous” shows that Chipotle is not content to promote a positive image of itself, or to achieve a peaceful coexistence with American farmers who participate in modern agriculture. Instead, it wants to build itself up by tearing others down, rejecting the famous observation of Irwin Himmel: “No one has ever made himself great by showing how small someone else is.”

Read the full original article: Chipotle Unnecessarily Tears Down Agriculture to Build a Brand

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