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Chipotle’s arty marketing decrying factory farms and food processors won awards at Cannes and elsewhere, but behind the scenes, the agriculture industry is fuming.
The opposition came to a head June 16 when Texas Agriculture commissioner Todd Staples cried foul over the burrito chain’s new plan to buy grass-fed, antibiotic-free beef from Australia. Chipotle says it can’t find enough beef in the U.S. that meets its standards, so it has to go overseas.
In an open letter, Staples chided Chipotle founder and co-CEO Steve Ells for his "misguided and irresponsible declaration that the meat from Australia is somehow more 'responsibly raised' than meat produced by Texas ranchers."