As for the whole diversity thing, admittedly, most Midwestern farms aren't very diverse.
Although most farmers used to raise pigs and cattle, many have decided to concentrate on crop farming while other farms raise livestock. To put it in terms even a scarecrow might understand, they've decided to specialize in what they do really well. It's like a restaurant concentrating on selling burritos and beans instead of offering a full menu. The owners of such a restaurant chain probably would consider it to be more efficient because it didn't offer dozens of menu items. Restaurants used to offer more items, but many today have adopted what one might call an industrial model, preparing only one kind of food really well.
Chipotle often posts signs letting customers know that the "proper" kind of pork or beef is temporarily unavailable. Why are these signs necessary? Conventional grocery stores never have empty meat counters. Shortages only occur when the market price won't cover the farmers' costs of production or the price offered by Chipotle is less than competitors are paying. The Chipotle video implies that conventional farmers won't change because they're somehow morally deficient or suppliers force them into the wrong production practices or they just lack imagination. Nothing could be further from the truth. If Chipotle would raise the prices paid to family farmers, the meat promised to customers will become available. Pay farmers enough, and they'll probably wear scarecrow costumes to deliver meat to Chipotle's stores.
According to Bloomberg News, in the last year, Chipotle has dropped from using 100 percent "naturally" raised beef to only 85 percent. There is a very simple solution. Pay more.
Instead of spending millions on ad agencies and marketing campaigns damning conventional farms, Chipotle might better spend that money increasing the prices paid to farmers. Even scarecrows respond to incentives. Only 30 percent of Chipotle revenue goes to buy food that is sold. Increase that percentage and Chipotle would be able to operate with the kind of "integrity" it urges on the rest of the food industry.
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