In and of itself, a noble cause on most any day, except that their chosen route to this plan is founded on a campaign utilizing fear-based marketing that perpetuates misinformation and berates the work of most farmers and ranchers in this country. And for the life of their marketing teams, they cannot admit to understanding why this has angered, frustrated, and antagonized so many farmers and ranchers. To state it briefly, Chipotle Mexican Grill is taking advantage of current food trends and buzzwords to build a campaign that fills their pocketbooks.