My world has been abuzz lately regarding the latest ploy by Chipotle to make people afraid of their plates…and frankly, it’s getting old.
Perhaps I should clarify a bit. 1) Yes, I do care that Chipotle is blatantly misleading and borderline immoral in their advertising schemes. 2) Yes, I would love to see their businesses eerily empty and their storage rooms filled with happy, warm, fuzzy, free-range, antibiotic-free chickies slowly rotting away. 3) I know they do not care, nor will they ever care, about what I think.
Now that I have that out of the way, let’s talk business.
It’s Chipotle’s job to gain business. All I ask is that they use truth and perhaps a few morals. Since they appear to be incapable of that, then it is our job as agriculturalists and agvocates to make sure that our friends and family know the truth, and are aware of the businesses lack of morals.
That’s all we can hope for, and if we accomplish that much, then we can call it a good day.
Yet so many more strive to change the world with a mighty swipe of their writing swords…or is it a blogging bludgeon…alright, now I’m digressing.
My point? We aim so high to fix the problem, that we miss out on communicating with those that we can really educate and influence. And although we can be successful occasionally doing just that, I prefer the easy victories.
The neighbors that aren’t on Facebook, the lady in the pew next to me on Sundays that talks about her weekly trips to town, the teacher at school who shares educational articles or the long-distance friend that has questions about something she’s read.
No, our efforts do not always have to be grand. But our responses must be true and heart-felt. And if you work on your inner circles, you’ll find your circles naturally growing…and before you know it, people will ask you to respond to a national ad campaign that has little to do with food and a lot to do with expensive marketing.
Congratulations, Chipotle, you’ve put together an amazing package. It’s wrapped up in lies, deceit and fear, and you’ve made one mistake. You’ve given myself, and a whole army of people like me, ammunition and a platform.
So while Chipotle is off spending millions on an ad campaign that insists people be afraid of their plates, I’ll keep working to show people just where their plates are filled. And since I will not change their policies, I will continue to use it as the opportunity that has been presented.
Funny enough, when I shoot a video on my farm, I don’t have to resort to animation and scary music to explain how we grow our crops or raise our animals….maybe Chipotle should spend more time talking about how they make their food, instead of how I raise it. But if they would like to bring out a crew, I can show them our cattle in the pastures. Or the alfalfa and corn that we’ve been growing and caring for all summer, just so that the cattle have food this winter.
Truth in advertising? I don’t think so.