This commercial/short-film (now airing in theaters across the U.S.) depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system.

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“We have always understood the importance of serving food that is raised right,” said Steve Ells, founder, chairman and co-CEO of Chipotle. “We produced this film to help illustrate the choices people face in deciding what to eat, and hope that it will encourage people to choose food that is raised with respect for the land, the animals, and the farmers that produce it.”

Wonder why the film doesn’t show what happens to the “respected” and “happy” animals, so that they can be turned into Carnitas and Barbacoa for people to stuff their Chipotle burritos with. They’re right about pointing out that people have choices when deciding what to eat. However, if you really want to choose food that respects the land and animals, you need to choose vegan!

What do you think?

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