There’s a lot of confusion in the world right now about a couple of terms:

• natural
• organic
• hormone/antiobitic free
• vegetarian fed
• humane

I wrote previously about how chipotle’s on notice from the beef industry for using “antibiotic free” as a differentiator.

well, now they’re getting hit from the other side. consumerist has a post questioning just how valid chipotle’s natural/humane sourcing is and whether their advertising of it is legit. is 50% natural/human/vegetarian fed cow enough to portray their beef with a happy cow? should they distribute these things at all with vegetarian burritos? is “vegetarian fed” even a good thing or should cows be allowed to eat only grass?

there are so many questions on the issue of “food with integrity” and so many opinions!

Most every opinion of “not good enough” can be answered with the dual pronged pro-chipotle message “better than everyone else and besides, get over it”.

but the whole point of “food with integrity” is that they don’t get over it. and it’s not good enough to just be better.

chipotle is and needs to continue being more and better than everyone else.

So, to you chipotle I say this: keep it up. Keep your consumers involved, informed, and educated about the process and sourcing of your food. Keep striving for a 100% “natural” source of meat that is humanely raised and fed the best possible diet. And keep cooking that pork for a long time so that it gets tender enough to fall apart in my teeth. Because pigs are a maaaagical animal and they are deeeelicious!