Grammy Awards: Chipotle wants us to cultivate a better world
UPDATE: This ran on national network television during the Grammy Awards tonight, right after Coldplay performed. It looks like Chipotle is serious about pushing a message of sustainability and sane, responsible agriculture to a wide audience.
Is the message about sustainable agriculture breaking through?
Watch this cute, animated short film, Back to the Start, with a soundtrack of Willy Nelson covering Coldplay, and see what you think. Sponsored by fast food chain Chipotle, it closes with an admonition to “Cultivate a Better World”.
While CEO Steve Ells says, “We produced this film to help illustrate the choices people face in deciding what to eat, and hope that it will encourage people to choose food that is raised with respect for the land, the animals, and the farmers that produce it,” the message is presented in a way that isn’t preachy, and instead is cute and kinda cool.
In addition to raising money for sustainable farming, the new Chipotle Cultivate Foundation will be hosting a a festival of music, art, and food “Cultivate Chicago,” with chefs Michael Chiarello, Richard Blais, Jonathan Waxman, and Amanda Freitag. They plan more events in other US cities, with details to follow.
What you can do:
- Download Willie Nelson singing Coldplay’s “The Scientist” from iTunes; proceeds donated to the Family Farm Foundation.
- Learn more about the Chipotle Cultivate Foundation.