Chipotle refueled the fire last week with a new video and game discouraging “factory farming,” but an agricultural alliance aims to educate consumers on the polarizing topic with a panel discussion.

The Chipotle video, accompanied by Fiona Apple’s cover of “Pure Imagination,” reinforces all the negative perceptions associated with large-scale farming operations. The U.S. Farmers and Ranchers Alliance (USFRA) is using the marketing campaign as a discussion point in its panel discussion Farm Size: Does It Really Matter? on Oct. 24 in Boston.

The panel of farmers, ranchers and food pundits will explore farm size and ownership and will address recent attacks on industrial agriculture and food production. According to a release, questions raised during the event, which will stream live online at, include:

  • What is a factory farm? Is it fair to call any farm or ranch a factory farm?
  • How do standards and regulations differ on small or big farms and ranches?
  • Who runs big farms?
  • Are family farms still thriving in America?
  • Are entertainment and creative advertising attacks on large-scale, production agriculture a new take on marketing smaller, niche brands and companies?

Farm size is just the latest aspect of farming consumers are considering when making purchasing decisions and opinions are often influenced by marketing without knowing more information about the topic.

The USFRA has invited farmers and ranchers from large and small operations, advocates and consumer brands, including Chipotle, to the conversation.

For more information on this event, including how to register, visit Follow USFRA on Twitter @USFRA using #FoodD or on its Facebook page, Content from previous panel discussions can be found at