Chipotle takes aim at animal agriculture

 DENVER – Chipotle Mexican Grill has developed a marketing campaign that endeavors to sell values along with a few burritos.
“Farmed and Dangerous” is being billed as “a Chipotle original comedy series” that casts a satirical eye toward what it calls industrial agriculture. Viewers can watch the four-episode series on video streaming service Hulu and Hulu Plus starting Feb. 17. The company says the series “satirizes the lengths to which corporate agribusiness and its image-makers go to create a positive image of industrial agriculture.” The series introduces viewers to the PetroPellet, a petroleum-based animal feed produced by a fictional company, Animoil. Animoil promises the PetroPellet will reduce the agriculture industry's dependence on oil by eliminating the need to produce the feed used to raise livestock on large-scale operations.