WASHINGTON – Chipotle’s video, “The Scarecrow,” may be a favorite among its nearly 7 million viewers, but there are a few groups taking issue with the emotional animation.
Politico reports several players in the agriculture industry, including the National Chicken Council, the American Meat Institute, the U.S. Farmers and Ranchers Alliance and the Animal Agriculture Alliance take issue with the video, saying it falsely portrays production practices.
In fact, Politico says Eric Mittenthal, spokesman for the American Meat Institute, tweeted a parody that mocks Chipotle’s video. It’s titled “Honest Scarecrow.”
Chipotle has long championed its use of “food with integrity,” serving meat from naturally raised animals and products free of antibiotics and added hormones. Prior to releasing “The Scarecrow,” Chipotle produced another short film in 2011 titled “Back to the Start” and featuring Willie Nelson’s rendition of Coldplay’s “The Scientist.”