31 August 2011

Willie & Chipotle, Back to the Start

Thanks Coldplay! You were a great musical, ideological, paradigmatic inspiration. While skeptics may point to the corporate sponsorship, it seems critical that we acknowledge (and applaud) socially (and ecologically, ethically, etc.) conscious corporate activities. Chipotle has long been a protagonist in the healthy (in the broadest, most encompassing sense of the term -- human, animal, environment, community, etc.) food movement -- what they call Food With Integrity. In short, Food With Integrity means working back along the food chain. It means going beyond distributors to discover how the vegetables are grown, how the pigs, cows and chickens are raised, where the best spices come from. These factors not only affect the flavor of the finished product, but also involve deep moral, humane, environmental, and dietary implications (Narratively enriched by yours truly with help from Chipotle’s mission statement and history). Now, let us rejoice whilst enjoying delicious burritos. Oh, and don't forget to watch the super rad video (maybe buy the single too; it's also super rad).

"Coldplay's haunting classic 'The Scientist' is performed by country music legend Willie Nelson for the soundtrack of the short film entitled, "Back to the Start." The film, by film-maker Johnny Kelly, depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system."

Download the song "The Scientist" by Willie Nelson now available on iTunes for $0.99. Label and artist proceeds benefit The Chipotle Cultivate Foundation.