Chipotle Is Launching a Schoolhouse Rock-esque TV Show About Food

Chipotle is launching the ‘RAD Lands’ TV show, in partnership with Discovery, to teach kids about food

Chipotle continues to branch out to make up for last year’s failures.

After nearly a year of trying to win back our trust with new food safety guidelines and animal welfare changes, Chipotle is trying a new approach: TV entertainment. Chipotle has announced the launch of a new TV show for kids called RAD Lands that will teach young viewers about their food and where it comes from. Produced in partnership with Discovery Channel and the creative team behind Yo Gabba Gabba!, the new show will only be available on iTunes.

"We created RAD Lands to educate young eaters and their parents about food in an entertaining and engaging way,” Mark Crumpacker, chief marketing and development officer at Chipotle, said in a statement. “We don't advertise to kids so the show is completely unbranded. We hope that it sparks conversation and curiosity among families, ideally leading to smarter and more informed choices about food."

The animated show will follow a rebel squad called "The Cultivators" and their “journey across the galaxy to help save the galaxy's plants and animals to preserve their access to real, fresh food.” Naturally, the show’s antagonist is Big Food, the evil villain that’s trying to make our food mass-produced.


RAD Lands will feature the voice talents of chefs Amanda Freitag, Michael Voltaggio, and Duff Goldman, along with music from Neon Trees, Wayne Coyne of the Flaming Lips, Biz Markie, and Portugal the Man.