Chipotle Mexican Grill, the brainchild of restaurateur Steve Ells, has just debuted a new video commercial touting its "food with integrity." To coincide with the release of a new mobile game for the iPhone, iPad and iPod touch, the animated ad features a sad scarecrow that works for Crow Foods Incorporated. It's a dismal place of employment full of assembly lines, scarecrow workers and processed foods.
The video, which features Fiona Apple singing a song first made popular by Gene Wilder in "Willy Wonka," is meant to show that real food does not come from chickens who are injected with growth hormones and cows that are kept in movement-restricting pens. Real food, food that can be found at the fast food chain Chipotle, is food that is natural, fresh and is created through the cultivation of a better world.
Supporting environmentally-friendly farmers and buying fresh foods from local growers is all well and good; more restaurants should do the same. However, after perusing the Chipotle website to learn more about their "food with integrity," this Examiner could find nothing that said their foods were free from GMOs. Eating meats that are raised ethically and without hormones or other harmful substances is important, but so is avoiding genetically-modified organisms.
Check out the video accompanying this article and see if Chipotle makes their case for avoiding other fast food eateries and subscribe to the Recycling Examiner.