“Farmed and Dangerous” — Chipotle Strikes Again

Photo from the

Chipotle Mexican Grill has launched a trailer for its four-part television series coming out in February. Branded as a satirical comedy, the series is an interesting (and extremely controversial) attempt at Hollywood-style advertising, boasting a scripted plot and professional directing.

The show is a negative campaign aimed at conventional farming practices and revolves around the petroleum-based, “PetroPellet,” produced by “Animoil” to help producers maximize profitability — that’s all they’re interested in, right?

The satire crosses the line, not in its ludicrous ideas (yeah, a cow explodes after eating the pellets at the start of the series), but in the way it presents itself online. Besides having a website devoted to the show, “Farmed and Dangerous,” there also happens to be a website copyrighted by “Animoil Global,” which defines “PetroPellets” as a “high-efficiency, low-cost livestock nutrition system from Animoil Global.”

Developing a satirical website that is only indirectly identified as such is a dangerous proposition, begging for reference and misunderstanding

“Derived from all-natural petroleum,” the website reads, “PetroPellet® products deliver the caloric requirements your livestock need at a price you will love. By ignoring unnecessary distractions like taste, texture, and effect on temperament, we have devoted every ounce of PetroPellet®products to delivering vital caloric energy to your valued meat-generating assets.”

Developing a satirical website that is only indirectly identified as such is a dangerous proposition, begging for reference and misunderstanding. Whether such consequences are the fault of an overconfident developer or an ignorant viewer is hardly worthy of debate. We’re all fools.

Related: Chipotle’s ‘The Scarecrow” proves farmers need to be advocates like never before

Still, there’s nothing like the hypocrisy of criticizing an industry for profit-motivated decisions by way of an advertising campaign. And at $250,000/episode (according to the New York Times), the move isn’t slight, as Chipotle continues its mudslinging quest for attention.

If you cannot view the embedded video, click here.


Debra Murphy

Debra Murphy is a Field Editor based out of central Alberta, where she never misses a moment to capture with her camera the real beauty of agriculture. Follow her on Twitter @RealAg_Debra


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Scott Gillespie

Unbelievable. Guess we need more people like the Peterson Brothers telling the cattle story.

Shaun Haney

Its not that we need everyone to speak up about agriculture but we do need a few more.

Sarah [NurseLovesFarmer.com]

I’m really hoping that anyone who watches these shows will be smart enough to understand that Chipotle is *trying* to be “funny”, yet it all boils down to spreading more fear and misinformation. Shame.


Trying to be funny?? I doubt that it’s any funnier than their previous offerings (but of course I don’t know because we can’t see it here in Canada) and I suspect it will be no less believable. I do hope the agricultural community can muster better representation then the Petersons. While they are doubtless cute their presentation has as little substance as the song they parody.


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