Can’t ya take a joke?!?!
Problem is, some people just don’t get the joke.
Several times recently I’ve needed to point out that articles being shared all over social media with accompanying incredulous comments were, indeed, a spoof. These are generally perpetuated by folks of reasonable intellect. They just tend to take things at face value and, often, overreact.
This sort of behavior makes things like Chipotle’s recent foray into on-line television programming potentially more destructive. No doubt, there will be an element of the on-line community that mistakes these offerings as documentary evidence that those “big ag” folks are up to no good.
When these things start getting passed around with the “Look what they’re doing to us now!!!” comments, the ag community needs to be prepared to appropriately respond, not by attacking either the burrito barons or their unwitting accomplices but by providing context, acknowledging that Chipotle’s just trying to be humorous and sell some product. Product, by the way, that is made with ingredients not remarkably different than anyone else. In fact, the chain sometimes runs short of the stuff they usually use and resorts to sourcing ingredients from conventional agriculture. It seems at that point they would just shut down to preserve their “integrity,” but that’s not a call for me to make.
So be ready to gently intervene, but please stop short of saying something like “Aww, it’s all in fun!”
In fact, there’s really not one funny thing about it.