Chipotle's Leason For Agriculture: Tell The Story

Steve Ells, founder of Chipotle, shares an insight that those in agriculture need to adopt: Facts are not exciting. Stories are.

I thought we were going to get customers excited by telling them there were no antibiotics in our meat or no growth hormones used to raise the animals or no RGBH in our cheese or sour cream. Well, that's not a very appetizing message.

How can agri-professionals adopt this? When thinking about sharing information with consumers, non-farmers, or the press, don't provide just facts. While they are true (they are facts, right?) what people always remember are the stories.

So now we have a marketing program that's going to start a dialogue about why better ingredients make for better-tasting and more healthful food.