Some of you might have recently been exposed to Chipotle’s two minute commercial entitled “Back to the Start” featuring Willie Nelson singing “The Scientist” when it played during the Grammys last week. I could address the fallacy involved in the symbolism that is supposed to represent modern day agriculture as a factory, how infeasible it would be to try to produce enough food for the world if we used the practices they seem to endorse or the simple facts of humane handling of livestock, but I’ll save that for another time. I do want to share with you an experience I was privileged to have this past summer involving Chipotle.
Last July, I had the opportunity to tour a large processing facility with a small group of ranchers that raise all-natural Global Animal Partnership (GAP) approved cattle that are processed at that plant. Once we got there we met a VP of procurement from Chipotle that would be touring the facility with us. As we went around the facility I stayed close, asked questions and listened to his questions of the plant managers. While touring the facility, he was mainly focused on traceability from the live animal to box. The handling facilities impressed us all including him. I know the cattle that were qualifying for the all-natural label going through that plant were not fed in the environment shown in the commercial and that did not seem to matter.
Don’t get me wrong, the feedlots that I have seen that are shipping to that facility are first class and they and their producers use the best handling practices available. They are feedlots in the Midwest and the cattle and beef have to be shipped the same as any other beef. They are the type of feedlots that Chipotle seems to be campaigning against in their commercial.
To quote Chipotle’s website, “When we started purchasing naturally raised beef in 1999 we could hardly find any suppliers that met our standards. We’ve put a lot of work into poking, prodding, convincing, and occasionally applying guilt to ranchers in order to get more and more suppliers to meet our naturally raised standards.”
For Chipotle to imply that their cattle are grass-fed or their beef producers changed their practices because they had an ethical problem with modern production is simply false. I understand that they display dairy cattle in the commercial but most of the public don’t know the difference. All-natural cattle are raised like most of the animals in the country with the only exception that they don’t receive antibiotics or growth promotants, which is a growing niche that is sold throughout the country and internationally. It should be noted both the antibiotics and growth promotants that are used in production are FDA approved, tested and used within the guidelines set out by both the USDA and the FDA to unsure that they are safe.
Some producers have never used implants and they produce their cattle naturally because that is what fits their environment and their cattle’s genetics. Some of these people raise natural for the premium that exists. Simply put they didn’t have to “apply guilt” to ranchers but offer a premium which is what they did. I’m not sure if Chipotle only buys GAP approved cattle but if they do people should understand that most progressive operations use the practices set forth in those guidelines, and there is a large premium for getting approved.
I can understand Chipotle’s desire to set themselves apart but to do it by demonizing the entire livestock industry is completely unreasonable. The best thing we can do as farmers is display our operations to the public every chance we get. And to vote with our dollars. I for one will not be returning to Chipotle again. Qdoba serves the same product minus the deceit.