Some criticism of Chipotle's "Scarecrow" ad campaign is unfair, says Chief Marketing Officer Mark Crumpacker. "It's a view of a potential future ... as opposed to a literal representation of Chipotle's exact practices," Crumpacker says. "That is not to say that Chipotle is doing everything right and has solved any of these problems, but we're definitely taking a different approach to the way animals and produce are raised," he adds.

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