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As a fast-food company that opposes the intensive factory farming model espoused by many of their competitors, Chipotle Mexican Grill has long been renowned for defying conventional. Last September, they launched a “Scarecrow Game” app that encouraged users to rescue cows, pigs, and chickens from virtual factory farms.

And now, in conjunction with New York-based film studio Piro, they are preparing to launch yet another, more scathing attack on the industrial farming industry: a dark comedy series called “Farmed and Dangerous.” If this opening gambit outlined in the company’s press release is anything to go by, we imagine a few fast-food execs will be left squirming in their seats:

“Farmed and Dangerous” satirizes the lengths to which corporate agribusiness and its image-makers go to create a positive image of industrial agriculture. The first season focuses on the introduction of PetroPellet®, a new petroleum-based animal feed created by fictional industrial giant Animoil®. PetroPellet promises to reduce industrial agriculture’s dependence on oil by eliminating the need to grow, irrigate, fertilise and transport the vast amount of feed needed to raise livestock on factory farms. Before its new feed formula can forever reshape industrial agriculture, Animoil’s plans go awry when a revealing security video goes viral sending Animoil and their spin master, Buck Marshall of the Industrial Food Image Bureau (IFIB), into damage control mode.

Mark Crumpacker, chief marketing and development officer at Chipotle, says, “By making complex issues about food production more understandable – even entertaining – we are reaching people who have not typically been tuned into these types of issues.”

The series will be launched on the Internet streaming site Hulu and Hulu Plus, beginning Monday, Feb. 17. If you want to catch a glimpse of Big Food being dealt an embarrassing blow (and let’s face it, which Green Monster doesn’t?), check out the trailer below:

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28 comments on “Chipotle to Launch Dark Comedy Series about Factory Farming (VIDEO)”

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Mary Allen
3 Years Ago

I stopped eating at Chipotle a couple of years ago, along with many of my friends and family Unless you are a farmer, rancher or have done so as a living you really do not have a clue about the practices and why things are done. To those on the outside thongs may appear not to make sense, but in reality certain farming/ranching practices have the utmost consideration for the health and well being of their animals. Are all farms/ranches and their employees caring and considerate, of course not. Those are the ones we have laws already on the books to deal with. As far as choice of what a person eats that is your choice and that is a personal choice of each and every person. You do not see others demanding and forcing laws and their beliefs on vegetarians and vegans that they must comply with those who did not make their choices.


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Adi Dev
3 Years Ago

Welfarists are bunch of speciesists hypocrites. Go vegan bitches


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Sue Konjicija
3 Years Ago

okay, let me play Devil's Advocate for a moment. Let's say that Chipotle actually uses only "humanely raised, organic, grass fed, free range" cows, chickens, etc. Let's say the trend catches on and ALL the chain restaurants demand "humane" meat, then the fast food places follow suit. Finally, people demand only "humane" meat from their grocery stores. Who is going to buy all the land to keep all these animals "free range?" Where are they going to find enough land to do this? -Answer: no one, and no where. There's not enough land to grow enough animals to keep up with the demand, and no way to make it profitable. In other words, this is one big media-hype LIE meant to give the public a warm and fuzzy feeling thinking about happy cows while they slice into their bloody steaks. Welfarism is not, and never will be, the solution. Slaughter is slaughter, no matter how well the animal is treated during its short life. The only solution to animal suffering is abolition. The only answer is to go vegan.


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Gabriel Garcia
3 Years Ago

Hahaha beautifully well done chipotle : )


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Chris Hood
3 Years Ago

I'm also done with the militant vegan thing. All it does is push more people away from ethical living. Anti will NOT win the battle; only Pro rallies that support the positive. I'm not saying to be apathetic, but stepping back and trying to see both sides (although frustrating, yes) will help in making better decisions within the AR activist community. Acting out of anger FOR animals is NO better than acting out of anger AGAINST animals. Like attracts like. End rant.


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Angel Coma
3 Years Ago

Hell yeah, I am gonna oppose Chipotle! They are practicing "guilt free marketing". They are trying to give the illusion of "humane slaughter" and advertising the sustainable, ethical idea.


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Dave Smith
3 Years Ago

Mari, Good Post! Chipotle, Great Video!!!


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Lisa Grace
3 Years Ago

Very cool. Not too far fetched. I am a happy vegan.


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DeeDee Moran
3 Years Ago

Great idea! I love dark comedy, and few things are darker than factory farming. We need to support progress in humane farming and the abolition of factory farming in any way we can.


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Marlana Mazmanian McCliman
3 Years Ago

Chipotle sells dismembered body parts of sentient beings. Beings, that if they could talk, they would NOT be singing any praises for Chipotle. The problem with praising Chipotle is that it reinforces the absurd idea that sentient beings should be the property of another. This humane, free range, cage free. crate free....nonsense is a step backwards for animals rights. We need to spend our time educating people about veganism...not helping them feel better about making backward baby steps. There is no historical evidence that animal welfare works...in fact there is evidence that it is harmful to the animal rights movement. I realize that some people feel they need baby steps...but we need to help them to see that they are not babies....that animals deserve to be accorded the right not to be used, not to be the property of another. We will never ever get there singing the praises of Chipotle. That's my 2 cents.


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DeeDee Moran
29 Jan 2014

Yeah, let's OPPOSE anyone and everyone who is trying to make any kind of DESPERATELY NEEDED *IMPROVEMENT* IN ANIMAL WELFARE, such as getting animals out of crates and devising more humane slaughtering methods -- UNLESS those people belong to the very tiny percentage of people who happen to be vegans, maybe 1%. Go, you one-percenters! Feel proud and righteous about yourselves! That's the most important thing! The hell with any of the other 99% of the people trying to help out animals in any way. They just don't count, right?!? I stopped eating meat and became an advocate for animals over 30 years ago; and *never* have I seen such a bunch of smug, clueless, ignorant, arrogant, self-righteous little twits than the current crop of militant vegans who cannot seem to get it through their heads that PROGRESS TAKES TIME - that every social movement that ever succeeded did that by progressing ONE LITTLE STEP AT A TIME. So instead of SUPPORTING the incremental improvements in animal welfare, they actually OBSTRUCT them. Just imagine when some people were working to free the slaves in America. Were there other people saying "It's not good enough! We need to give them the vote! And affirmative action! And get rid of laws against interracial marriage!" NO. Nobody was saying that back then, even if they thought it. Because nobody was that stupid back then. They realized that progress happens one step at a time. Now we have all of those changes, and it's a good thing. But if the anti-slavery advocates had been pushing for ALL of that, all at once, then they would have lost everyone's support, and they would not have succeeded in accomplishing anything at all. Fine, whatever. Go pat each other on the backs for living what you ignorantly imagine are "cruelty free" lives and for obstructing the people who are trying to improve animal welfare. Just remember that every mouth of vegan food you eat came from crops where millions of animals were mutilated and killed in horrible ways by farm machinery, both during the planting and the harvesting of those crops. There is animal suffering and blood on every bit of brown rice and black beans that you stuff in your mouths. Hopefully that will shut you up long enough for the animal welfare movement to make some kind of progress in more humane treatment of farm animals, without y'all militant vegans trying to OBSTRUCT them every step of the way. Sheesh. _____

Nicole Marie
30 Jan 2014

This is what I tried to tell some of militant vegans that I know, that their behavior is detrimental and obstructive to their cause. I got called retarded for thinking the same things you do, DeeDee, and I've only been vegan for a month. Vegetarian for a long time prior to that. I got called retarded and childish for having a different opinion and realizing that things actually take time that they don't just happen overnight because we want them to.

Nicole Marie
30 Jan 2014

and Marlana, if Chipotle can shine a spotlight on what goes on with factory farming in a way that say an individual like you or I couldn't then what is wrong with it? Change isn't going to happen overnight just because you shove your lifestyle down people's throats. A lot of people need to investigate further and make their own decision. You can't make it for them as much as you'd like to.



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