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: