By: Laura Mushrush, assistant editor of Drovers CattleNetwork
Integrity: The quality of being honest and having strong moral principles; moral uprightness
When I was in elementary school there was a kid in my class well ahead of his years in the obesity epidemic of our country, naturally making him an easy target during games of tag on the playground. It didn’t take long for him to tattle to the recess monitor, leading to the class being scolded and being told not to tag him anymore. We did what any well-behaved 9-year-olds would do and ignored him, resulting in another scolding for not including him in our games. Before you feel sorry for this little kid, you should know he took great joy in ramming fellow classmates over with his pop belly and calling everyone names without a bat of an eye from our recess monitor – to this day, hearing “Laura-Bora” sends violent chills up my back. And while it may seem silly to hold a childhood grudge for some 15-16 years, I still get annoyed at the memory of turning my green card to yellow after he cried when I told him he looked like a dork with his hat on backwards. (For the record, I still stand by this.)
In the food production industry, we have our own whiny kid on the playground – you guessed it: Chipotle. As readers of ag publications, you are already well aware of the long history of controversy surrounding the burrito empire to the point of its name becoming cringe worthy over the years. Its “Food with Integrity” campaign has been ruthless in standing on the back of modern conventional agriculture to wave its holier-than-thou flag in consumer faces.
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