Not afraid to play fast-and-loose with the truth, Chipotle Mexican Grill is set to launch another promotion campaign that is sure to irk livestock producers. The first installment of "Farmed and Dangerous," a four-part comedy series on Hulu, a TV-steaming service, begins in mid-February.
The series, according to a Chipotle news release, "satirizes the lengths to which corporate agribusiness and its image-makers go to create a positive image of industrial agriculture." The New York Times reports the series begins with a bang—literally—as a cow explodes while feeding on petroleum pellets, a fictional low-cost feed source used by farmers. The series also plans to tackle antibiotics and food libel laws.
"As you do with all comedy, you take a real issue and then amp it up," Mark Crumpacker, Chipotle chief marketing officer and an executive producer of the series told The New York Times.
Some might argue "amp it up" is code for "make it up," which Chipotle has been accused of before. Farmers are often left trying to correct the misconceptions promotion campaigns such as "Farmed and Dangerous" leave with consumers.
Paul Jeschke, an Illinois farmer, posted on the Illinois Farm Families blog that Chipotle would "prefer for us to continue to farm as we did in our great-grandparents' time. Yet, these folks don't want to live their lives like their great-grandparents did."