This article in the NY Times on local and humane fast food restaurants can be found here.
If I visit 10 farmers in our area, I’ll find 10 different version of what “local” means and 20 different versions of what “grass-fed” means. To put a national chain behind these terms, complete with a marketing campaign. I think I’ll stick with my local farmers I know personally.
I’m not knocking this article or where the movement is going, I see this as another sign of strength for people raising their animals correctly. My concern is for the consumer, who has a lifetime of being duped by Madison Avenue marketing, trying to unravel another national chains attempt to get into their wallet and their stomach.
By the way, the Chipotle ad referenced in the article is really good.