Soapbox

*actually wrote this a couple weeks ago when more talk about this topic was going on, but I never remembered to actually post it, here it is...

I'm not normally one to talk a whole lot on opinions or observations about current events on this blog. Often, hot topics on Facebook, blogs, and other social media seem to become more about bashing the other side and screaming your opinion the loudest than having a true conversation. People online seem to speak towards each other in a hostile way that they probably would not use when speaking face to face with another person. Disclaimer done, lets get talking.

Have you seen the new Chipotle Scarecrow commercial?

I don't think it is on TV (a bit too long for that) but you can easily find the film online. In the last few weeks I have seen lots of links for this video and much praise. Admittedly, the short film is well done, but rather than making me want to support Chipotle, it makes me not want to eat there anymore.

My issue with this commercial is the portrayal of modern agriculture. Frankly, I find it offensive and belittling to the farmers and ranchers that work hard every day to ensure that there is food for the world.

Here are a couple blog responses that provide some good insight:

http://udderside.blogspot.com/2013/09/a-letter-from-cows-to-chipotle.html

http://homesteadhillfarm.blogspot.com/2013/09/a-confession-from-former-ag-snob.html?m=1

Videos like this Chipotle Ad make a lot of people start talking and thinking more about food systems. And that is great. But if we really want to get a conversation moving about modern agriculture lets try to take an honest look at everything that modern agriculture encompasses. Modern agriculture is small farms, large farms, local produce, the global marketplace, organic foods, distribution networks, processing, scientific research, grocery stores, farmers markets, and so much more.

All of these aspects of our food system have a lot of great things going and there is still room for new innovations and improvements. Within the last 5-6 years I have had the opportunity to tour small farms, large farms, work with grass fed sheep and cattle as well as corn fed pigs, I have toured animal processing facilities, and worked on agriculture research stations. I have yet to see or learn about any system that even closely resembles that of what Chipotle depicts in their short film.

The processing facility that I toured was absolutely bright, clean, and spotless, pretty much the opposite of the dark factory depicted in the commercial. There is one moment in the film where a chicken is being shot full of some unspecified substance and then grows large. First of all, have you ever tried to give a chicken a shot? The idea that poultry producers would be doing this is pretty laughable. Not to mention the fact that chickens are never given a synthetic hormone, it's not even an option.

Am I really boycotting Chipotle? Nah. I think they make a pretty tasty over sized burrito. (Mind you, this is something I only eat maybe a couple times a year anyway.) Am I disappointed in their advertising techniques? Without a doubt.

Perhaps you are wondering why I'm so frustrated with an animated short. But this truly matters. People are becoming more interested in learning about where their food comes from, though it seems that the public is only getting half the story. The public asks the government to bring about change, but I fear that people ask for changes to an agricultural system they do not understand. Often I hear the quote that we will have 9 billion people to feed by year 2050. To do that lets not bash one type agriculture, but work to find the best aspects in each system around the world. I plan on continuing to learn more and I hope you will too. And hey, thanks Chipotle. You caused me to think and reflect a little bit more about something very important to me.