A Sustainable Short: Chipotle and Willie Nelson Team Up for The Scientist

Chipotle Mexican Grill, despite its dubious past ties with the big M (that would be McDonald's), has been the on-again, off-again sweetheart of sustainability--at least as far as fast food and big chains go. They’ve worked hard to offer (and promote the fact that they offer) fairly affordable, fresh-ish fare that's provides options for vegetarian and vegan diners, and it's been reported time and again that the company, as a whole, insists on using only humanely-raised meat. Which is more than their former owner under the golden arches can say.

In their latest effort, Chipotle has started the Cultivate Foundation, which purports to help create a "sustainable, healthful and equitable food future." Through the foundation, Chipotle has contributed millions of dollars to help fund programs that support sustainable agriculture, family farming and culinary education that promote better food. The Jamie Oliver Food Revolution, Culinary Institute of America, and the Nature Conservancy, and FamilyFarmed.org count themselves as recent grantees.

Now the Cultivate Foundation and Chipotle have partnered with the family farm's folk hero, (not to mention cowboy, activist, and general bad-ass) Willie Nelson, to produce a short animated flick which celebrates a path to more sustainable farming.

The short depicts a farmer's journey from grassroots to factory farm, and back to sustainable farming. The Johnny Kelly0directed piece, featuring Willie covering Coldplay's The Scientist , is pretty sweet and a little addictive. The song is available for download via iTunes and proceeds ($.60 per download) go to the Cultivate Foundation.

Here's the video. What do you think? Is Chipotle officially in Burgerville's camp as a good guy fast food restaurant? Or does the chain protest too much?