“Watch The Scarecrow, the companion film for Chipotle’s new app-based game. Then download the free app at www.scarecrowgame.com and join the quest for whole sustainable food.”

Seth Dixon‘s insight:

This video (and earlier videos in the same vein) is extremely risky business.  These videos perfectly encapsulates the beliefs, values and ethics that underscore the organic farming movement and resonate with consumers.  This is a key part of Chipotle’s advertising campaign, food with integrity.  Many within the agricultural industry are not amused, and as a group they are Chipotle’s suppliers.  “In general, this romanticized view of agriculture is not going to be able to feed the world,” said Tom Super who is the spokesman for the National Chicken Council.  Many in the industry think that Chipotle pushing its values on consumers.  See this article for more on the tension between Chipotle and agricultural suppliers.

Tags: food, agriculture, food production, agribusiness.