Commend Chipotle for Opposing Factory Farming

Chipotle The Scarecrow Factory Farming

Target: Chipotle CEO Steve Ells

Goal: Thank Chipotle for its opposition to factory farming and commitment to ethically-sourced food

It’s no longer a secret that most of the burgers, chicken nuggets, and other meat products sold at fast food and casual restaurants are produced from factory-farmed meat. In these industrialized farms, animals are often treated cruelly and injected with high doses of hormones and antibiotics to make them grow bigger and faster. Because of their focus on offering cheap food, few restaurants are willing to stand up for a more humane way of farming. Luckily, the fast casual restaurant chain Chipotle Mexican Grill has recently launched an ad campaign that shows that there is a better way to farm that is healthier for both us and the animals.

Called “The Scarecrow”, the campaign consists of a website, a short film, and even a smartphone game. The campaign website expresses Chipotle’s view on factory farming: “‘The Scarecrow’ is at once an addicting game, a poignant short film, and a project that reflects what we believe in. The city of Plenty is a glimpse at a future that may not be far off. Processed food, animal confinement, and the use of synthetic growth hormones, non-therapeutic antibiotics, and toxic pesticides are rampant in our food supply. Educating people about alternatives is a journey for the Scarecrow, and it continues to be a journey for us.”

The short film shows a scarecrow who works at a factory farm. He becomes increasingly saddened by the confinement and mistreatment of the animals in the camp, as well as the dishonesty and secrecy used to sell the resulting meat. He discovers that there is a better way to treat our bodies, our animals, and our planet. The video has gone viral, but the campaign is more than just a clever animation. Chipotle has made clear their stance on ethical farming, using as much organic, locally sourced, family farmed, and naturally raised ingredients as possible. Please sign the petition below to thank Chipotle CEO Steve Ells for his company’s commitment to more ethical farming and opposition to the industrialized status quo.


Dear Mr. Ells,

More and more Americans are becoming aware of the story behind the food they feed to themselves and their families. The status quo of factory farming means confined and mistreated animals, synthetic hormones and antibiotics, dangerous pesticides, and other processing that isn’t good for our bodies, the animals, or the planet. People are seeking out alternatives, and your company seems more than willing to provide food that is produced in a more ethical way.

Chipotle should be commended for its recent ad campaign “The Scarecrow” which spreads knowledge about the conditions of animals at factory farms and makes it clear that ethical farming and tasty food are not mutually exclusive. Thank you for your commitment to using locally-sourced, ethically-produced, and naturally-raised ingredients in  your restaurants, and for your opposition to the current system of industrialized farming.


[Your Name Here]

Photo credit: tacvbo via Flickr

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One Comment

  1. Victoria Cole says:

    Factory farming is cruel and unethical. So much food is wasted if people ate less meat of higher quality and slaughter methods it would be better for all

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