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Chipotle, Corporate Food And Fiona Apple? How Did This Happen?

Vegans are not amused with Chipote











 How did Chipotle get Fiona Apple? And such a cute Tim Burton-meets-Pixar animation? The Mexican restaurant Chipotle has released a short animated film, ‘The Scarecrow’, going hand to hand with a free app-based game for Apple, and another Apple (Fiona) is providing the sweet sound for the soundtrack! Awww, it couldn’t be more awesome!

Especially because this movie touches a subject very close to my profound convictions regarding food… I don’t know if any of you has seen the brilliant documentary ‘Food Inc.’, but this is basically the same thing! Actually, back in 2009, the chain Chipotle was already offering free screenings of ‘Food, Inc.’ to prove it does things differently. This new animated film encourages people to discard the big evil machinery producing processed food, torturing animals and killing the earth and to pick healthier options!

The Scarecrow character, who works at Crow Foods Inc, a factory farm, realizes the sadness and scariness surrounding the making of our modern processed food, from injected-hormone-hens to tortured-milked-to-death-cows,… Monsanto and Tyson Foods are the ugly ghosts of the movie without being named! But when he goes home, the scarecrow decides to grow and cook his own food and changes the world. All this happens while Fiona croons her own interpretation of Willy Wonka and the Chocolate Factory’s ‘Pure Imagination’,… slowly the evolution of the lush string arrangements matches the story, as hope is slowly replacing sadness and helplessness.

Chipotle is just evoked at the end, when the scarecrow holds their famous red jalapeño used for their logo, so the movie isn’t at all a strong propaganda for the restaurant chain,… it’s very tastefully done and that’s probably why animal lover Fiona Apple accepted to participate. They should definitively make a full-length movie!

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