Why Protesting Chipotle Might Be the Most Important Thing in Animal Rights

by Wayne Hsiung

Prominent voices in the movement have attacked our nonviolent campaign as an "assault" and talked about how they love Chipotle so much that they want to give the CEO a hug. But this is precisely why the "It's not Food, It's Violence" campaign is so important. It dispels the illusion conjured up by a violent corporate empire (now the third largest publicly traded restaurant company in the world), and replaces it with a bold vision of a better and more truthful world. 

Check out the video to learn about:  

  • The numerous, bald-faced lies told by Chipotle about their "love" and "respect" for animals -- lies that have led to scrutiny even by consumer activist lawyers with no connections to the animal rights movement
  • How a public relations firm that was responsible for the defense of Big Tobacco set out the insidious plan of action being used by Chipotle and its ilk to divide our movement. 
  • How Chipotle performed the exact same trick ("We love animals! Check out our Gardein burrito!") on our movement in 2010, by offering a vegan option to gain wonderful press, only to drop the option the moment the "warm glow" dissipated
  • The centrality of the "Food with Integrity" marketing to Chipotle's explosive growth
  • How the campaign, if successful, would be roughly equivalent to ten years of operation by the most effective vegan advocacy groups in the world, even under the most conservative statistical assumptions.
Chipotle's ads are brilliant. But the company forgot an important disclaimer. 

Chipotle's ads are brilliant. But the company forgot an important disclaimer. 

There's so much more to say, especially about the path forward. But if you're wondering, "Why Chipotle?", take a look. And please share with a friend! 

Slides here