BACK TO THE START
Read about it at Food politics here
In an op-ed in the New York Times this week, Blake Hurst takes on the Chipotle video that got national attention when played during the Grammy Awards.MORE AT FOOD POLITICS HERE>
If you have not seen this advertisement for Chipotle Mexican Grill, it is well worth a look.
Coldplay’s haunting classic “The Scientist” is performed by country music legend Willie Nelson for the soundtrack of the short film entitled “Back to the Start.” The film, by film-maker Johnny Kelly, depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system.
The video has had immediate effects. Hurst, a former hog farmer who is now president of the Missouri Farm Bureau, notes that “The day after it ran, McDonald’s announced that it would require its pork suppliers to end the use of gestation crates.” Unfortunately, as Grist points out, this announcement could just be ”porkwashing” since the company neglected to say by when.
And then Bon Appétit Management Company announced a comprehensive animal welfare policy that phases out gestation crates by 2015...........
Best analysis reading at Uppity here>