Three weeks after restaurant chain Chipotle debuted its trailer for "Farmed & Dangerous," the four-part web series has finally arrived.
Yahoo News reported that the first episode of Chipotle's satirical web series is now available on Hulu. The series explores the "outrageously twisted and utterly unsustainable world of industrial agriculture," while raising awareness about genetically modified farming.
"The answer comes down to the fact that at Chipotle, we're dedicated to raising awareness about alternatives to factory farming," the company said on its website. "'Farmed and Dangerous' addresses issues we feel strongly about, and we hope viewers come away with a smile as well as questions about where our food comes from."
"Farmed and Dangerous" stars "Mad Men" actor Ray Wise as Buck Marshall, an employer for the firm IFIB representing "major food production companies." The series also star "Parks and Recreation" actor Eric Pierpoint.
"Our goal in making the show was to engage people through entertainment and make them more curious about their food and where it comes from," Mark Crumpacker, chief marketing and development officer at Chipotle and an executive producer of the show, said in a press release, "It's not a show about Chipotle, but rather integrates the values that are at the heart of our business. The more people know about how food is raised, the more likely they will be to choose food made from better ingredients, like the food we serve at Chipotle."
Daniel Rosenberg, a partner at Piro and an executive producer of "Farmed and Dangerous," noted that every brand has a story and his company's job was to "find the perfect vehicle in which to express it."
"Farmed and Dangerous" follows Chip, an activist who fights a shady corporation called Animoil, who feeds cows modified crude oil that occasionally makes them explode. Animoil plans go astray after Chip uploads a video of an exploding cow on the internet.
The show's original soundtrack, produced by Piro and DeeTown Entertainment, is available for download on the Apple iTunes store. A portion of the proceeds will go to benefiting the Chipotle Cultivate Foundation.
The first episode is now available for viewing on Hulu (free of charge) and Hulu Plus. Episodes will be made available every Monday (February 24, March 3, and March 10).
