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Chipotle Ad for an App is More Than Just an Ad for an App

I watched this ad from Chipotle the other day and couldn’t get it out of my head. It is such a striking message to come from a mass-production food company, especially one owned by McDonald’s (they are not owned by McDonald’s). I am not sure how to let the competing interests balance in my head, especially since I love going to Chipotle!  It could be, of course, that they are truly paving a new road in balancing the consumer demand for reasonably-priced, high quality convenience foods with a responsible approach to the living animals that are that food and the lands and resources and people that produce them.

I understand that, as our population continues to explode, mass consumption of beef is simply not sustainable.  As a Westerner, I am understandably hesitant about the potential future of an insect buffet instead of pulled pork or marinated beef.  And I hope you understand that I really, really, love burritos.  But canI I avoid Smithfield pork while I conveniently consume?  Can I expect more convenience dining to include tofu or simple black bean substitutes?