Our Blog: where do you stand?

Noah Besheer says:

Mon, February 13, 2012 at 4:41:pm

Like most self-proclaimed heath nuts - I’m very conscious about the foods I eat, and in cases like this…the foods my food eats. Chipotle told the commercial vs. traditional farming story in a way that was easy for the consumer to understand. Most people don’t realize the way farm animals are raised and fed. Did the ad make you wonder?

As someone who buys and eats grass-fed meat (and loves Chipotle), I connected instantly with the ad and thought it was better than any of the SuperBowl commercials this year.

Greg Jonsson says:

Mon, February 13, 2012 at 5:36:pm

It was definitely attention-grabbing. The format inherently left it a little light on facts and how Chipotle is really different, but I was curious enough to look at their Twitter feed and website. And to Google whether the company is still owned by McDonald’s (it’s not.)

Their website answers, or tries to answer, the questions it raises in the commercial. So from an advertising standpoint, it got people talking and got people going to them for more information.

Nick Sargent says:

Tue, February 14, 2012 at 5:25:pm

Noah and Greg: Thanks for you comments (and your tweets that contributed to the original blog). I think everyone in agriculture is thrilled that there could be a broader national conversation about food and where it comes from. I think traditional farmers feel like the commercial misleads about the prominence of some of the practices highlighted in the commercial, and puts them in a difficult position of coming off defensive and this conversation starts.

Really insightful commentary from you both! Thanks for joining the conversation.

Chris Luelf says:

Tue, February 14, 2012 at 6:10:pm

While I would agree that Willie Nelson’s The Scientist was beautiful, I don’t necessarily agree with Chipotle’s message.

There are many misconceptions about modern farming practices, organic farming and local farming. While each certainly has its place, the simple fact is that U.S. agriculture is among the most productive and sustainable in the world. Articles in the Scientific American and WebMD tackle several major myths of organic farming, including that it is pesticide-free and better for the environment.

The world’s population is expected to grow to 9 billion by 2050. Feeding these people will require farmers to produce more food in the next 20 years than in the last 10,000 years combined. Meeting these demands will require agriculture to be even more efficient, making better use of our natural resources, including water, and modern agricultural practices and technological advancements are going to be essential.

Greg Jonsson says:

Wed, February 15, 2012 at 10:58:am

I’m sure there’s a healthy (ha!) debate to be had over whether organic farming and other methods touted by Chipotle are actually “better,” however one measures that.

Still, I am a bit bewildered by the “Chipotle vs. the American farmer” theme that’s emerged. Chipotle is still getting their food somewhere, and it seems to be from *other* American farmers. At least that is the distinct impression Chipotle wants you to get. Their website, for example, features a map of the United States showing which ones produce which ingredients during various seasons. So the distinction isn’t “American farmer” vs. unnamed other provider, but certain production methods vs. others.

Greg Jonsson says:

Wed, February 15, 2012 at 10:59:am

Presumably there are some American farmers using (now-) conventional methods and others using organic methods. Those using conventional methods would be, I assume, aiming for efficiency of production as their business model, while organic farming focuses on producing (or convincing people that you produce) a “better” product, even if it comes at a higher price. Chipotle touting the latter might simply shift the marketplace (or take advantage of a shifting marketplace) and make the organic methods more financially feasible for farmers. Does anyone have to be a loser here, or can some farmers shift their methods to take advantage of a market shift toward organic production and consumption?

Greg Jonsson says:

Wed, February 15, 2012 at 11:01:am

It seems to me parts of the market want local, sustainable, organic, humane. Again, setting aside whether the practices involved are actually any of those things, it seems Chipotle wants to ride that wave, and if they are successful, the farmers who supply Chipotle with produce (American ones at that, if that is part of the debate) will benefit.

Of course, my opinion is only informed by the commercial itself, the information I’ve read here, and a cursory look at Chipotle’s website. I’m probably not as informed as I should be, but I’m probably as informed as Chipotle wants me.

(apologies for the triple post, apparently I am too verbose for the character limit in one post)

Tammy Stankey says:

Wed, February 15, 2012 at 1:36:pm

I was intrigued by the commercial when I saw it, and am intrigued by the conversations even more so. My original though was (and is still) How is this approach sustainable?  What are ALL the costs of the various forms of agriculture as measured through a sustainability filter (social, economic and environmental)? Is it possible and practical for the entire world to eat the way Americans do (no) and what trade-offs are we willing to make for more humane treatment of animals?  Everything comes with a price tag. These conversations are what often spawns ingenuity, so talk more and eat less!