[applause] carol: so, filming "farmed and dangerous" -- mark crumpacker created cultivate and is in charge advertising and media. crumpacker: we don't do the same kind of advertising everybody else does. if we were a typical fast food company, all of our advertising or marketing would be about the new menu item that is available for a limited time only. so since we don't that, we have all these other ways to tell our story. >> action. carol: another way chipotle is telling its story is with a mini drama series. crumpacker: we are in l.a. shooting a web series that we've created called "farmed and dangerous." >> let's just order and get this over with. crumpacker: it's about a likeable but misguided group of people whose job it is to spin the most egregious aspects of industrialized agriculture in a positive way so that it looks good for consumers. >> sophia, i don't want to know more about i-fib. i want to know more about you. carol: chipotle plans to air "farmed and dangerous" online and hopes the series will be shown on cable or broadcast tv. no deals yet. crumpacker: what i hope is that