Marketing is an interesting field. It is, in large part, storytelling. In that sense, we tell stories at Missouri Farm Bureau, stories about Missouri farmers.

Through the Know Your Farmer series on MOFB.org and social media, we take you to farms to meet farmers you might not otherwise have the opportunity to encounter. We introduce you to their families, show you what they do, and they tell you why and how they do it. They farm in different ways, using different growing methods, but at the end of the story, you understand they — and most farmers — care about doing the right thing: growing and raising food responsibly.

Our stories don’t have million-dollar price tags and we don’t pay the participants. They are real-life people, not paid actors. They volunteer to give you a peek into their lives so you can learn more about the food you eat, the clothes you wear and the fuel you use.

Yes, we tell their stories to promote agriculture in Missouri, but more importantly, we tell their stories because there is an ever-widening chasm that exists between the small businesses that make up the largest industry in Missouri (farms) and those who are two or more generations removed from them.

This chasm is often exploited by businesses wanting to make a buck or two, or million, at the expense of farmers by creating fear of the unknown in the minds of consumers. These businesses vary from nonprofit organizations like the Humane Society of the United States (HSUS) to restaurant chains like Chipotle. Chipotle has hired some good storytellers—the kind your parents likely warned you not to be—and their latest fictitious and misguided videos attempt to use levity to shine a light on food issues about which we’re all concerned.

I’ve never eaten anything that Chipotle makes. It’s not because I don’t think they make a great product — I hear it’s good — but rather because I have no interest in supporting a company that profits by tearing down Missouri farmers who use best practices in conventional, natural, modern and/or organic growing methods. There is one thing about which I am certain concerning Chipotle: The farmers who sell their products to this company work hard to contribute to the safe food supply we all enjoy.

The truth is, Chipotle’s stories don’t answer any questions or solve any issues. Chipotle is not interested in being part of the solution, of putting a variety of food on your table. They’re interested in selling burritos. Perhaps they should stick to making burritos and leave the telling of agriculture’s story to those who know it best.