Chipotle – Back to the Start

While we wait for the next recipe – it involves sausages! – why not enjoy this video?

It’s a beautifully crafted, heartwarming piece commissioned by Chipotle Mexican Grill (that US burrito behemoth) to emphasize the importance of developing a sustainable food system. The film, by film-maker Johnny Kelly, depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future.

The story is, of course, that of Chipotle CEO Steve Ells, who was horrified to visit a Concentrated Animal Feeding Operation in 1999 (Google it :-(). Since then Chipotle has changed its pork sourcing and adopted the motto “Food with Integrity”.

I’ve bookmarked The Art of Eating by Edward Behr to read later, and suggest you do too – it’s the same article that convinced Steve Ells to see the error of his way.

Heads up to my chum Steven Craig for showing me the video!


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