When Chipotle decided to back Food Inc. by offering free showings in select markets across the country, company founder Steve Ells likely knew there’d be a few complaints.
Perhaps, though, he had hoped his run-in with those who support farm workers in Florida would have gone away.
They didn’t.
In fact, they’ve become more vocal - pointing out the “Chipocrisy” of restaurant chain’s efforts for animals - but turn the other cheek attitude toward farm workers.
Chipotle has been targeted by the Coalition of Immokalee Workers (CIW) for not backing efforts to pay workers in Florida’s tomato fields a better wage and ensuring those workers operate under reasonable conditions.
As CIW noted on its website, Chipotle’s move to back Food Inc. was “a nice little targeted advertising coup for the company, really, when you consider the less precise and more pricey option of network commercial time.”
Interestingly enough, the Food Inc. duo Eric Schlosser and Robert Kenner signed a letter just last month to Ells that, among other things, said, “Yet for us, naturally raised meat – important as it is – does not trump decently treated human beings.”
And now they’re partners. More Chipocrisy! Perhaps it’s easy to look the other way in exchange for money and free publicity.
For more details, check out this blog post on Corn Commentary and a post in The Nation.
Want more Chipocrisy? Click here.
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