A major American Tex-Mex franchise demands ethical production methods of its suppliers
The US market leader in the sector of Texan and traditional American fast food has undergone a major ethical overhaul.
In Scarecrow, a short animated film, Chipotle, one of the largest American fast food chains, explains the motivation behind the chain’s ethical approach. In the film, the scarecrow of the title goes on a journey, discovering the shocking practices commonly used in industrial food production, particularly in livestock farming: cows in cramped enclosures and chickens fattened with chemicals. Disturbed by what he has seen, the scarecrow sets up a stall selling ethically prepared food made with sustainable products, showing us that an alternative exists and is necessary.
Chipotle has established clear, binding rules for itself and for its suppliers, supporting sustainable production methods that respect animals and nature, in response to the demands of consumers, who increasingly choose to buy from companies with ethical and social commitments.
In keeping with Chipotle Mexican Grill’s new motto “Food with Integrity”, its founder Steve Ells has announced that the chain will not sell products containing pork as long as the pigs in question come from breeders that keep them in shocking conditions where they are pumped full of antibiotics and hormones and fattened to absurd proportions.