Grammy Awards: Chipotle wants us to cultivate a better world

  • Published on February 12th, 2012

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: 

About the Author

Jeremy Bloom is the Editor of RedGreenAndBlue. He lives in New York, where he combines his passion for the environment with his passion for film, and is working on making the world a better place.
  • John Charles

    Good message, however the video really drags along and lacks appeal. I doubt many Grammy viewers watched it all the way through.

    • Jeremy Bloom

      Everyone I was watching the Grammies with found it very touching. Thousands of viewers have watched it on Youtube. You might want to take a look into your own heart…

  • I think the video is chilling and important. But the message behind the video is what Chipotle is doing, and that is anything but chilling. Check it out: