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Tuesday, October 18, 2011
Chipotle's "Back to the Start" Commercial
Shown above is Chipotle's recent release of their "Back to the Start" commercial (filmed by Johnny Kelly) and tells a story of a farmer who slowly transforms his family farm into an industrial animal factory. With the somber version of 'The Scientist' performed by Willie Nelson in the background, we see animals being genetically modified (growth hormones, antibiotics, fed with byproducts). We also see the environmental impacts of water, soil and air pollution as our food is transported to far away places. At the turning point of his faults, the farmer chooses to find better ways to run his farm including giving animals more space and access to the outdoors, organically feeding them, and delivering our food locally.
Amazingly, this short film illustrates the impacts of our food industry today. GMO or Genetically Modified Organisms are "plants or animals, whose DNA has been altered... these products have undergone only short term testing to determine their effects on humans and the environment" (Helpguide.org). The term "Organic" really means the way agricultural products are grown and processed and how it relates back to food safety, nutrition and sustainability. Chipotle's new campaign highlights how we can transform back to a more sustainable future with their vision of Food with Integrity. Find out more on Steve Ells, founder, chairman and co-CEO of Chipotle and their campaign here.
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