The absolute best opportunity to talk about modern food production has arrived and it is thanks to Robert Kenner, executive director of a movie just released in a theater near you called “Food Inc.” The movie could quite possibly be the most misleading bit of information I have ever witnessed about American agriculture but it does have everyone interested in what is really going on with today’s food system. The American food system, starting at the farm, is the envy of the world in that no other country feeds and clothes its population with a higher percentage of domestically produced foods using fewer resources to get it done.

I witnessed Robert Kenner and journalist Michael Pollan, who also teaches journalism at the University of California Berkeley, on Good Morning America in the days just before the release of this movie. They started their segment talking about the rapidly growing global population and the risk of a global food shortage. Then they presented an overall message that food production, i.e. agriculture, must go back to the 1930s style of production. The United States farmer produced enough food in the ‘30s to feed 10 people. By contrast, because of science, technology and human fortitude, the American farmer now produces enough food for 164 people each year.

So, if we accept that agriculture, unlike any other sector of society, should go back 80 years in time we must understand that it would require 30 million farmers to produce enough food simply to feed the people in America. Where are those folks? Who is going to do that? What urban areas will volunteer to break up their concrete, condos and consumers that have urbanized America to make that happen? Are we ready to give up land dedicated to our national forests and parks?

I personally own draft animals and rake hay with a team of horses or mules so, yes, it is possible to produce our food like we did in past years but before we do that, let’s make darn sure we all understand the consequences and what we will be giving up.

This Nebraska rancher has the equipment and possesses the desire to go back in time for food production if the consumer is willing to pay for it but I would ask you, Kenner and Pollan, are you willing to head back to the “dirty ‘30s?” In the 1930s, movies were still being produced in black and white and, more importantly, they were silent. So here is my challenge to you big movie execs, release this movie in black and white and without sound and I will farm without using any fossil fuels. Personally, I believe your science fiction movie is meant to be silent!

Food Inc., the movie, contains a number of half-truths, errors and misinformation about American agriculture.
Click here for my full Feedstuffs colum
Audio commentary: Get the facts right
Click here for the facts

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Chipotle Mexican Grill also is misleading American consumers about American agriculture and financially benefiting from a “feel good, no guilt” marketing message that in fact is untrue.

Unlike that which is portrayed in Chipotle’s marketing campaign, modern agriculture and confined animal agriculture are sustainable. My advice to consumers is that, "If anyone attempts to tell you otherwise, they are probably trying to sell you on their product, and I suggest you double-check their integrity and true objectives.”

I have asked Chipotle to immediately refrain from using the phrase "food with integrity" out of concern for the future of the American farmer as well as the American consumer. I also am urging consumers and farmers not to frequent Chipotle establishments until the company is willing to change its ways and stop being disingenuous about its motives.

While long troubled by Chipotle’s messaging, I am taking action after viewing the June 16 segment on “Nightline” in which Chipotle owner Steve Ells was openly talking about his company’s commitment to producing “food with integrity” while pigs in the background could be seen drinking from puddles that most likely contained their own urine, feces and other possible contaminants and bacteria.

Click here to find out more about my dialogue with Chipotle.