This Brilliant Short Film Plays Out Like the Opening Act of a Movement to Take Down Big Food

Produced by Chipotle and created by the Academy Award–winning Moonbot Studios - this masterfully animated film feels like more than an implicitly subversive attack on big agribusiness corporations like Cargill, Tyson and Monsanto.

In true artistic form, no such names are named, but the message Chipotle is hoping to get out with this admittedly ingenious marketing strategy seems to be clear. When the lines are drawn between the movement for sustainable food and the industrial 'big ag" companies, Chipotle would like us to to firmly identify itself with the former.

The dystopian fantasy is set to a remake of the song “Pure Imagination” from the 1971 film classic “Willy Wonka and the Chocolate Factory.” It's sung by Grammy Award–winning artist Fiona Apple.

Chipotle's commitment to "responsibly raised beef, pork and chicken" isn't perfect. As you might expect, it's had difficulties retaining this commitment as it's grown to over 1,500 locations, while using conventional meat when the better stuff isn't in supply. Nor have they addressed the last predicament of all organic, free ranged meet -- that last trip to conventional slaughterhouses, where I've yet to hear of any 'cruelty minimized' innovations. 

All those admissions aside, it's safe to say Chipotle is certainly a star role-model for a business its size, and has been taking several steps in the right direction. - FFA


 

www.youtube.com
on Fri, Sep 13 2013 · 10,491 Views
Load Comments
You Might Be Interested In
2 min · Ghetto Physics: Will the Real Pimps and Ho's Please Stand Up! examines the interplay between Pimps and Ho's and how that dynamic is the simplest expression of how power is wielded in the world. Through examples culled from the Hood to Wall Street, the film shows how the same...
57 min · About 70% of the food we eat contains genetically engineered ingredients and the biotech industry is spending million a year to convince us that this technology is our only hope. Using hilarious and disturbing archival footage and featuring interviews with farmers...
70 min · FRESH celebrates the farmers, thinkers and business people across America who are re-inventing our food system. Each has witnessed the rapid transformation of our agriculture into an industrial model, and confronted the consequences: food contamination, environmental...
5 min · The Disney Company's massive success in the 20th century is based on creating an image of innocence, magic and fun. Its animated films in particular are almost universally lauded as wholesome family entertainment, enjoying massive popularity among children and endorsement...
1 min · Trailer for an hour long free documentary examining the world's most crucial problems: peak oil, global warming, poverty, famine, disease, war, terror and others. The film argues that dystopia is no longer a fictional nightmare vision of the future but a living nightmare for...
14 min · Invisible Fight is part documentary and part fictional film, with the focus on highlighting the stupidity and injustice of victim blaming. First-person testimonials of actual survivors of sexual assault are combined with vignettes depicting real world scenarios of assault...
21 min · Blindfold is a fictional short film about the strained relationship between Tim, a widower father, and Eve, his pre-teen daughter, as they try to reconcile the emotional devastation 9/11 has caused their family. What was the presentation that was mentioned in the film? It...
28 min · Judy Wicks’ love of place has made widening ripples on a global scale. She’s the founder of BALLE (Business Alliance for Local Living Economies), a national network of sustainable, small businesses. After moving onto a quaint street in Philadelphia, she learned it was slated...
3 min · Highly entertaining satire about the "success" of the Bush Administration immortalized in fictional coins.
7 min · Good news! Mexico has the fourth largest shale gas reserves in the world, and the Mexican Congress has just voted to change the constitution so that private companies can drill for it. That means that U.S 
7 min · It all started, in part, with Thomas Chevallier growing his own organic veggies and realizing the benefits of following a system that reflects the natural world, not only in the healthy food that was being produced, but the lesson of everything's inter connectivity. If...
9 min · The Story of Solutions explores how we can move our economy in a more sustainable and just direction, starting with orienting ourselves toward a new goal. In the current 'Game of More', we're told to cheer a growing economy -- more roads, more malls, more Stuff! -- even...
Jen Hinton and Donnie Maclurcan · Ever since we started writing and speaking about our current book project, How on Earth: Flourishing in a Not-for-Profit World by 2050, we have been amazed by one phenomenon in particular. When we have a chance to explain to people what not-for-profit (NFP) enterprise...
Judith Friedlander · Reducing your carbon footprint by eating less red meat rarely gets attention. This strategy has been recommended by the UN’s Food and Agriculture Organization, epidemiologists writing in The Lancet and a host of other highly-regarded researchers and organisations. But it...
Micah White · The history of activism is a cat-and-mouse game of surprising tactical innovations that spark an insurrectionary situation and the counterstrategies developed to put down the revolt. In 1848, the invention of the barricade toppled the King of France and sparked a Europe-wide...
Ab Irato · The riots of 2010 are over and a new year is upon us. It has been over seven months since the convergence against the G20, which saw grassroots organisations and anti-authoritarians mobilize in a groundswell of active resistance, only to face a brutal counterattack by...
Chris Hedges · There is a recipe for breaking popular movements. I watched it play out over five years in the war in El Salvador. I now see these familiar patterns in the assault against the Occupy movement. It goes like this. Physically eradicate the insurgents’ logistical base of...
Tom Engelhardt · Could the Pentagon be responsible for your death? The military's marching orders to the jihadist world.   ut what follows in the category of paragraphs no one noticed that should have made the nation's hair stand on end. This particular paragraph should also have sent chills...
Matthew Toplikar · The future of the news is upon us!  Simply put, the internet has taken over.  With newspapers, magazines, television networks, and radio shows distributing their content online, you as a consumer now have a definite voice in the discussion of what content is favored by these...
Films For Action · Members of the sustainable food movement are furious and, frankly, we have a right to be. Last month's decision by the USDA to fully deregulate GE alfalfa isn't just a minor skirmish in a long and exhausting battle. It threatens the existence of organic farming and...
Like us on Facebook?