Farmed and Dangerous “satirizes the lengths to which corporate agribusiness and its image-makers go to create a positive image of industrial agriculture.” The series focuses on the PetroPellet, a petroleum-based animal feed produced by a fictional company, Animoil. Animoil promises the PetroPellet will reduce the agriculture industry's dependence on oil by eliminating the need to produce the feed used to raise livestock on large-scale operations. The company's plans are foiled after a security video goes viral, sending the company into damage control mode.
“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,” said Mark Crumpacker, chief marketing and development officer at Chipotle and an executive producer of the show. “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.”