Based on the true story of a Chipotle supplier, the film depicts the story of a farmer who struggles with his decision to industrialize his farm. Eventually deciding that his industrial farm is not consistent with his desire to treat his animals and the environment respectfully, he tears down his operation and goes back to the start.
In addition to general advertising, the film was used to promote a loyalty program called "Farm Team." Farm Team was unlike other reward programs in that it rewarded members not for the frequency of their visits to Chipotle, but instead for their knowledge about food and how food is produced.
Director Johnny Kelly and his team of animators describe the painstaking months-long production of this stop-motion classic.