Chipotle is doing its part in working toward a more sustainable kind of living. Their video “Back to the Start” shows the evolution of our food system through one farmer’s adult life. It shows how his small family farm tried to compete with a large industrial farm. When they couldn’t keep up, they switched back to free range and organic. With this video, Chipotle is tapping into the emotional aspect of the farmer, typically unseen by people eating their product.
The way food is grown has a huge impact on the environment and our River. Industrial farming produces large amounts of waste and has an overall large carbon footprint, whereas small family farms are much more sustainable, have a much smaller carbon footprint and tend to give back to the community surrounding them. Family farms tend to buy local products and they grow healthier food. Chipotle is telling us about their food in song and animated video. These animated characters seem to have emotion and get us invested into their lives in the two and a half minutes of the video. Chipotle has a history of demanding for a product and the farmers will rise to the occasion to supply the food. While selling us their product Chipotle is suggesting if more people demand locally grown food, it will be supplied to us.
1 Mississippi wants to share this video because it is important to see how companies are working to create a clean and healthy environment for generations to come. The demand to eat locally grown food will cause more farmers to grow the food that people want; this will help to preserve the River. What do you think about this video? Does it convey any different messages to you?
For more information about the video watch the Back to the Start- Behind the Scenes video.
