It’s one step forward and two steps back for Chipotle.
Chipotle’s short “Scarecrow” film sparked outrage among the agricultural community while earning praises among consumers and advertising gurus, but what does Chipotle’s own cheese provider think?
Christina Winch, a dairy farmer from southwest Wisconsin, was recently featured on the Dairy Carrie blog. Winch and her family are one of Chipotle’s cheese suppliers.
While “Scarecrow” was disappointing to Winch, she also sees a different side to Chipotle.
When Winch and her family signed on to provide cheese to Chipotle restaurants, they agreed to the company’s Food With Integrity program procedures, which includes allowing a company representative to visit the farm several times a year.
So far, Winch has been impressed.
“Chipotle is using people with agriculture backgrounds or farmers themselves to promote their Food With Integrity program and check up on current farms participating in the program. I think that is great. They realize they need to have experts in that area do the work for them. For that, I give Chipotle a pat on back,” she wrote.
However, Winch doesn’t give Chipotle a free pass.