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Good morning.
2
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Well, you know his name,
you know his face,
3
00:00:50,050 --> 00:00:52,226
the director, producer,
actor, and writer
4
00:00:52,313 --> 00:00:55,142
of the Academy Award nominee
Best Documentary,
"Super Size Me."
5
00:00:55,229 --> 00:00:58,406
Is there any props or anything
I need to know about?
Is it just you?
6
00:00:58,493 --> 00:00:59,755
Just me.
7
00:00:59,842 --> 00:01:01,670
Camera one, medium shot.
8
00:01:01,757 --> 00:01:03,106
-He's joining us live
this morning.
-Good morning.
9
00:01:03,193 --> 00:01:05,239
Good Morning.
Thanks for being here.
10
00:01:05,326 --> 00:01:06,936
Well, there is a new restaurant
to cluck about.
11
00:01:07,023 --> 00:01:08,807
It's going to be
a chicken restaurant.
12
00:01:08,894 --> 00:01:11,332
Brought to Central Ohio
by Morgan Spurlock.
13
00:01:11,419 --> 00:01:14,161
The star of the documentary
"Super Size Me."
14
00:01:14,248 --> 00:01:16,467
Now he's opening
his own restaurant,
right here in Central Ohio.
15
00:01:16,554 --> 00:01:21,255
With new paint outside
and brown paper covering
whatever is going on inside.
16
00:01:21,342 --> 00:01:25,911
Is it possible that we are all
subject to one giant prank?
17
00:01:25,998 --> 00:01:27,261
-You open tomorrow?
-We open tomorrow,
18
00:01:27,348 --> 00:01:28,740
11 a.m. grand opening.
19
00:01:39,011 --> 00:01:40,839
Now, I know what
you're thinking.
20
00:01:40,926 --> 00:01:44,060
How did a guy like me get
into a business like this?
21
00:01:45,757 --> 00:01:49,718
Well, it all started when I
received a very special email.
22
00:01:49,805 --> 00:01:52,808
"Hello, I'm reaching out
from 72andSunny,
23
00:01:52,895 --> 00:01:55,854
the advertising agency
for Carl's Jr. and Hardee's.
24
00:01:55,941 --> 00:01:58,814
We're exploring a concept for
a script with Morgan Spurlock.
25
00:01:58,901 --> 00:02:02,861
He comes in one of our
restaurants to expose us
as a bad fast-food brand,
26
00:02:02,948 --> 00:02:06,474
then he discovers
that we're actually doing
a lot of great things;
27
00:02:06,561 --> 00:02:07,779
all-natural meat,
28
00:02:07,866 --> 00:02:09,346
made-from-scratch biscuits,
29
00:02:09,433 --> 00:02:10,782
hand-breaded chicken.
30
00:02:10,869 --> 00:02:13,307
So we're actually
doing good for fast food.
31
00:02:13,394 --> 00:02:15,352
We'd love to know
your thoughts."
32
00:02:15,439 --> 00:02:17,049
My thoughts are...
33
00:02:17,137 --> 00:02:18,877
you gotta be fucking kidding me.
34
00:02:21,141 --> 00:02:23,882
But it made me wonder,
have things really changed?
35
00:02:23,969 --> 00:02:25,449
Welcome to Burger King.
36
00:02:25,536 --> 00:02:27,016
The new garden-fresh
salads and wraps.
37
00:02:27,103 --> 00:02:28,713
Wendy's new
black bean burger.
38
00:02:28,800 --> 00:02:30,280
Are things actually
getting better?
39
00:02:30,367 --> 00:02:31,934
Has fast food gotten healthier?
40
00:02:32,021 --> 00:02:33,805
-Absolutely.
-I think so.
41
00:02:33,892 --> 00:02:35,720
-I would say yes.
-It's better for you
and delicious.
42
00:02:35,807 --> 00:02:37,809
They wouldn't believe
it's Taco Bell.
43
00:02:37,896 --> 00:02:40,421
With 44% Americans eating
fast-food at least once a week,
44
00:02:40,508 --> 00:02:42,814
better would actually
be pretty great.
45
00:02:42,901 --> 00:02:44,251
We got some new salads
on the menu.
46
00:02:44,338 --> 00:02:45,861
Dressing on the side.
47
00:02:45,948 --> 00:02:48,603
Dressing on the side,
that's not a problem.
48
00:02:48,690 --> 00:02:52,128
At the same time, it's
not like Big Macs and Whoppers
are suddenly off the menu.
49
00:02:52,215 --> 00:02:54,696
-Meechie, you want a Whopper?
- Yeah, he wants one.
50
00:02:54,783 --> 00:02:57,438
But look...
now they have kale.
51
00:02:57,525 --> 00:02:59,309
McDonald's to call on kale.
52
00:02:59,396 --> 00:03:00,658
They said
they're getting kale.
53
00:03:00,745 --> 00:03:01,746
-McDonald's?
-Oh, yeah.
54
00:03:03,139 --> 00:03:04,967
The nation's obesity epidemic...
55
00:03:05,054 --> 00:03:07,317
The country's biggest
health threat.
56
00:03:07,404 --> 00:03:11,103
A new study finds
2/3 of Americans
are overweight or obese.
57
00:03:11,191 --> 00:03:13,541
So if we're
not getting any healthier,
58
00:03:13,628 --> 00:03:15,673
has fast-food truly
turned a corner?
59
00:03:15,760 --> 00:03:17,675
So much that they think
a guy like me...
60
00:03:17,762 --> 00:03:20,591
You'll not talk to anybody.
61
00:03:20,678 --> 00:03:24,073
...could actually
be a spokesperson
for a company like this?
62
00:03:24,160 --> 00:03:29,296
The most American
Thick Burger, only at Carl's Jr.
63
00:03:29,383 --> 00:03:31,559
No, something's
definitely not adding up.
64
00:03:31,646 --> 00:03:32,951
Mmm.
65
00:03:33,038 --> 00:03:34,866
To get to the bottom of it...
66
00:03:34,953 --> 00:03:36,564
-Would you like
to supersize it tonight?
-Oh, yes I would.
67
00:03:36,651 --> 00:03:38,957
...I could go back
on an all-fast-food diet.
68
00:03:40,176 --> 00:03:42,047
Oh, give me a minute.
69
00:03:42,134 --> 00:03:44,485
But something tells me this
calls for a different approach.
70
00:03:44,572 --> 00:03:47,662
Better... New... Fresh...
71
00:03:49,620 --> 00:03:51,056
You see,
my dad always told me
72
00:03:51,143 --> 00:03:53,233
if something seems
too good to be true...
73
00:03:53,320 --> 00:03:55,017
it probably is.
74
00:03:55,104 --> 00:03:57,062
Now, if I've learned anything
out of making a career
75
00:03:57,149 --> 00:03:58,977
out of questionable
life choices it's that
76
00:03:59,064 --> 00:04:02,546
sometimes the only way to find
the truth and solve a problem
77
00:04:02,633 --> 00:04:05,201
is to become a part
of that problem.
78
00:04:18,040 --> 00:04:20,521
-Hey, man.
-Morgan, how are you?
79
00:04:20,608 --> 00:04:23,350
-How are you?
-Great to see you,
looking great.
80
00:04:23,437 --> 00:04:26,831
-So, um, I had an idea.
-Yes? Awesome.
81
00:04:26,918 --> 00:04:31,140
And I thought if anybody
could kind of help me explore
and figure out it would be you.
82
00:04:31,227 --> 00:04:34,665
-OK. Right.
-'Cause you've had experience
in the fast-food industry.
83
00:04:34,752 --> 00:04:37,233
So, um...
84
00:04:37,320 --> 00:04:39,931
-I want to start...
-Mm-hmm.
85
00:04:40,018 --> 00:04:42,064
I want to start my own
fast-food restaurant.
86
00:04:51,291 --> 00:04:53,902
- I want you
to give me some advice.
- OK.
87
00:04:53,989 --> 00:04:56,034
I want to open my own
fast-food restaurant.
88
00:04:56,121 --> 00:04:58,167
-Yeah.
89
00:04:58,254 --> 00:04:59,342
Is that a fact?
90
00:05:01,039 --> 00:05:02,519
Wait, say that again.
91
00:05:02,606 --> 00:05:04,260
I want to open
a fast-food restaurant.
92
00:05:04,347 --> 00:05:06,175
-You do?
-Yes.
93
00:05:06,262 --> 00:05:08,699
So, do you think it's a,
do you think I'd have a shot?
94
00:05:08,786 --> 00:05:11,223
I don't know if you can be able
to season the food right
'cause you're not a chef.
95
00:05:11,311 --> 00:05:14,009
But I would make it a given,
based on your integrity,
96
00:05:14,096 --> 00:05:16,359
that the quality of the food
is gonna be spot on.
97
00:05:16,446 --> 00:05:18,187
You know, having done
"Super Size Me,"
98
00:05:18,274 --> 00:05:19,754
I think authenticity
is everything.
99
00:05:19,841 --> 00:05:21,495
And I think
honesty is everything.
100
00:05:21,582 --> 00:05:22,713
-OK.
-Does that make sense to you?
101
00:05:22,800 --> 00:05:24,367
Yes. Yes.
102
00:05:24,454 --> 00:05:26,456
Tell me what kind of food
you think it would be.
103
00:05:26,543 --> 00:05:27,718
Um...
104
00:05:27,805 --> 00:05:30,373
-Pizza, salad.
-Um...
105
00:05:30,460 --> 00:05:32,767
Vegetables, grain bowls,
106
00:05:32,854 --> 00:05:35,335
Mediterranean.
What do you want to do?
107
00:05:35,422 --> 00:05:36,727
What is it gonna be?
108
00:05:36,814 --> 00:05:38,903
-It better be good.
109
00:05:38,990 --> 00:05:41,428
- Hey, I know
it won't be easy.
-You're crazy.
110
00:05:41,515 --> 00:05:43,908
But it's not like
Little Caesars
was built in a day.
111
00:05:43,995 --> 00:05:46,433
- Pizza! Pizza!
-And these guys do have a point.
112
00:05:46,520 --> 00:05:49,914
Customers will
come to my restaurant
with certain expectations.
113
00:05:50,001 --> 00:05:53,222
Expectations like honesty
and integrity.
114
00:05:53,309 --> 00:05:56,530
So in today's world, what does
integrity even taste like?
115
00:05:58,401 --> 00:06:01,143
-Does it taste like a burger?
- The Baconator.
116
00:06:01,230 --> 00:06:04,755
After all, with the rise
of Shake Shack, Smash Burger,
and Five Guys,
117
00:06:04,842 --> 00:06:07,149
burgers are
a pretty good business.
118
00:06:07,236 --> 00:06:10,805
But at the same time,
no one's claiming burgers
are suddenly good for you.
119
00:06:11,893 --> 00:06:13,547
So what is healthier?
120
00:06:13,634 --> 00:06:15,592
What's different?
121
00:06:15,679 --> 00:06:18,073
What's a blank canvas?
122
00:06:18,160 --> 00:06:20,162
Something familiar
but unassuming.
123
00:06:20,249 --> 00:06:23,644
Something common but still
packed with delicious potential.
124
00:06:24,949 --> 00:06:26,951
Something like...
125
00:06:27,038 --> 00:06:28,431
-...chicken.
126
00:06:28,518 --> 00:06:30,607
♪ Hallelujah! Hallelujah! ♪
127
00:06:31,826 --> 00:06:33,567
Right now, at any given time,
128
00:06:33,654 --> 00:06:36,526
there's over 20 billion chickens
clucking around the globe.
129
00:06:36,613 --> 00:06:39,224
That's more than three chickens
to every human on Earth,
130
00:06:39,311 --> 00:06:42,184
making it the most
farmed animal on the planet.
131
00:06:42,271 --> 00:06:44,316
Wendy's, McDonald's,
and Chick-fil-A
132
00:06:44,404 --> 00:06:48,495
all go through
1.4 billion pounds of chicken
per year alone.
133
00:06:48,582 --> 00:06:51,411
That's 3.7 million pounds
per day
134
00:06:51,498 --> 00:06:54,588
and 43 pounds of chicken
per second.
135
00:06:54,675 --> 00:06:57,286
But most importantly,
chicken is a lean meat.
136
00:06:57,373 --> 00:06:59,767
It's accessible, affordable,
137
00:06:59,854 --> 00:07:03,161
and if any fast food could
be considered healthy,
138
00:07:03,248 --> 00:07:04,598
it has to be chicken.
139
00:07:05,207 --> 00:07:07,165
Mm-hmm.
140
00:07:07,252 --> 00:07:08,602
Chicken's a wonderful product.
141
00:07:08,689 --> 00:07:10,212
It's not a bad idea.
142
00:07:10,299 --> 00:07:11,561
It's gonna be healthier.
143
00:07:11,648 --> 00:07:13,345
-It's an inexpensive food.
-Yeah.
144
00:07:13,433 --> 00:07:15,086
Matter of fact, we are more
likely to eat chicken
145
00:07:15,173 --> 00:07:17,045
than we are to eat beef,
a beef-based product.
146
00:07:17,132 --> 00:07:19,134
Chicken overtook it
a couple of years ago
147
00:07:19,221 --> 00:07:21,049
in--in--in its importance
to our diet.
148
00:07:21,136 --> 00:07:22,833
How many people
are doing better chicken?
149
00:07:22,920 --> 00:07:25,183
I feel like I haven't seen--
I've seen better burgers,
150
00:07:25,270 --> 00:07:26,881
but I haven't seen a lot
of better chicken.
151
00:07:26,968 --> 00:07:29,710
There's a chain
in this country, Chick-fil-A,
152
00:07:29,797 --> 00:07:31,668
who is doing fantastic.
153
00:07:31,755 --> 00:07:34,758
-Yeah.
-Fantastic! And what
are they doing?
154
00:07:34,845 --> 00:07:36,934
-Selling chicken.
-As?
155
00:07:37,021 --> 00:07:39,546
-As a sandwich.
-As a sandwich.
156
00:07:39,633 --> 00:07:43,158
In fact, the chicken sandwich
is slowly becoming
the new burger.
157
00:07:43,245 --> 00:07:44,768
-Sandwiches.
-Sandwiches.
158
00:07:44,855 --> 00:07:46,814
That's--we love--
159
00:07:46,901 --> 00:07:49,686
the number one food
eaten in this country
is a sandwich.
160
00:07:49,773 --> 00:07:52,341
-Not chicken on a bone?
-No, no, no. It's inconvenient.
161
00:07:52,428 --> 00:07:53,864
-Messy.
-Exactly.
162
00:07:53,951 --> 00:07:55,387
And what's the beauty
of a sandwich?
163
00:07:55,475 --> 00:07:57,651
Yeah. I can drive and eat it.
164
00:07:57,738 --> 00:07:59,522
-It's very portable.
-Right.
165
00:07:59,609 --> 00:08:00,784
We like sandwiches.
166
00:08:00,871 --> 00:08:02,743
-Yeah.
167
00:08:02,830 --> 00:08:04,658
So, what advice
would you give me now,
168
00:08:04,745 --> 00:08:08,226
as I'm going down the path of
starting my own restaurant?
169
00:08:08,313 --> 00:08:10,098
My advice to you would be,
170
00:08:10,185 --> 00:08:12,230
you can't just have the same
sandwich everybody else has.
171
00:08:12,317 --> 00:08:14,058
-Right.
-You have to give me...
172
00:08:14,145 --> 00:08:16,017
some reason why
this one is different.
173
00:08:16,104 --> 00:08:17,366
Yeah.
174
00:08:18,759 --> 00:08:20,325
Harry's right.
175
00:08:20,412 --> 00:08:22,327
-For every successful Big Mac...
- Big Mac.
176
00:08:22,414 --> 00:08:25,505
...there's been an equally
unsuccessful Bell Beefer,
177
00:08:25,592 --> 00:08:27,811
The short-lived
Wendy's Frescata,
178
00:08:27,898 --> 00:08:29,378
And, of course...
179
00:08:29,900 --> 00:08:31,075
McPizza.
180
00:08:31,162 --> 00:08:32,903
McDonald's Pizza.
181
00:08:32,990 --> 00:08:33,991
So how does a highly
competitive industry
182
00:08:34,078 --> 00:08:35,558
design the perfect sandwich?
183
00:08:35,645 --> 00:08:37,560
You know, a sandwich
isn't just a sandwich.
184
00:08:37,647 --> 00:08:39,910
Everyone has--there's
so many choices out there.
185
00:08:39,997 --> 00:08:41,608
So why should someone pick you?
186
00:08:41,695 --> 00:08:43,218
There are consultants...
187
00:08:43,305 --> 00:08:44,959
What makes you amazing?
188
00:08:45,046 --> 00:08:46,264
Strategists...
189
00:08:46,351 --> 00:08:48,005
Is it the product?
Is it the place?
190
00:08:48,092 --> 00:08:49,703
Is it the way that it's ordered?
191
00:08:49,790 --> 00:08:51,008
Food is an experience.
192
00:08:51,095 --> 00:08:52,444
If you could pick
at least three.
193
00:08:52,532 --> 00:08:53,620
I think it's real.
194
00:08:53,707 --> 00:08:55,186
Fun. Trendsetting.
195
00:08:55,273 --> 00:08:56,840
But I think it's provocative.
196
00:08:56,927 --> 00:08:58,581
It's exciting, but it's
gonna be a big task.
197
00:08:58,668 --> 00:09:01,192
-I mean, it's
fiercely competitive.
-Yeah.
198
00:09:01,279 --> 00:09:02,716
But most importantly,
199
00:09:02,803 --> 00:09:04,935
there are companies
like CCD Innovation.
200
00:09:05,022 --> 00:09:06,589
CCD Innovation.
201
00:09:06,676 --> 00:09:08,156
-Hey, it's Morgan Spurlock.
202
00:09:08,243 --> 00:09:09,766
-I'm Christine
-Great to see you.
203
00:09:09,853 --> 00:09:11,942
-Pleasure to meet you.
-Kimberly. Welcome.
204
00:09:12,029 --> 00:09:14,205
OK, let's come this way.
205
00:09:14,292 --> 00:09:16,686
CCD Innovations
has teams of chefs
206
00:09:16,773 --> 00:09:19,994
dedicated to creating
some of the industry's
most successful menu items.
207
00:09:20,081 --> 00:09:21,561
This is the kitchen.
208
00:09:21,648 --> 00:09:24,955
This is an artisanal pita
with a spicy sauce.
209
00:09:25,042 --> 00:09:26,522
So I used a gluten-free waffle
210
00:09:26,609 --> 00:09:28,568
with maple syrup
and bacon in the coating.
211
00:09:28,655 --> 00:09:30,134
I wanted to try corn flour.
212
00:09:30,221 --> 00:09:31,788
I finally centered
on the crepe.
213
00:09:31,875 --> 00:09:35,052
The kitchen here,
kitchen lab, frankly,
214
00:09:35,139 --> 00:09:38,665
is where we marry business
strategy and culinary trends...
215
00:09:38,752 --> 00:09:40,362
Yeah.
216
00:09:40,449 --> 00:09:43,017
...with culinary art
and commercialization.
217
00:09:43,104 --> 00:09:45,062
So that's essentially
what our company does.
218
00:09:45,149 --> 00:09:46,847
-Pickles and herbs.
-Pumpkin seeds, chia seeds.
219
00:09:46,934 --> 00:09:48,631
Nostalgic breads.
220
00:09:48,718 --> 00:09:50,502
They are masters
at forecasting market trends
221
00:09:50,590 --> 00:09:53,810
and coming up with menu items
that customers crave.
222
00:09:53,897 --> 00:09:56,552
For example the Sriracha Burger
from Jack in the Box.
223
00:09:56,639 --> 00:09:59,033
-Slew-racha.
-No, Sri-ra-cha.
224
00:09:59,120 --> 00:10:01,992
We did the BK shots
for Burger King.
225
00:10:02,079 --> 00:10:03,951
Oh, I just wanna squeeze 'em.
226
00:10:04,038 --> 00:10:06,083
And, in fact, we were the group
that created the Gordita.
227
00:10:06,170 --> 00:10:07,737
Viva Gorditas.
228
00:10:09,826 --> 00:10:11,654
And this is why I'm here,
229
00:10:11,741 --> 00:10:14,004
because I need people who
are infinitely smarter than me
230
00:10:14,091 --> 00:10:15,353
to help me figure this out.
231
00:10:15,440 --> 00:10:17,268
At least in that spot.
232
00:10:17,355 --> 00:10:19,531
Yeah, and who--who understand
kind of what this business--
233
00:10:19,619 --> 00:10:21,925
what it takes to actually
be successful in this business.
234
00:10:22,012 --> 00:10:24,101
OK. So what is
behind this for you?
235
00:10:24,188 --> 00:10:26,843
-Sure.
-What's your inspiration?
What's your motivation?
236
00:10:26,930 --> 00:10:28,889
You know, why are you
wanting to do this?
237
00:10:28,976 --> 00:10:30,586
Yeah, well, I think...
238
00:10:30,673 --> 00:10:32,936
what I've seen in the last,
you know, 12 years
239
00:10:33,023 --> 00:10:34,982
is there's been this big trend,
240
00:10:35,069 --> 00:10:38,115
this big push towards healthier
fare, healthier options.
241
00:10:38,202 --> 00:10:40,727
And I said, if I'm gonna
focus on something healthier
242
00:10:40,814 --> 00:10:44,165
I should already be focusing on
the choices people are making,
243
00:10:44,252 --> 00:10:46,689
-which is chicken.
-Chicken, exactly.
244
00:10:46,776 --> 00:10:49,083
So what is your home run
for your restaurant?
245
00:10:49,170 --> 00:10:50,867
What's the home run?
246
00:10:50,954 --> 00:10:52,608
When the consumer walks
away from the restaurant--
247
00:10:52,695 --> 00:10:54,305
-They tell everybody about it.
-What are they saying?
248
00:10:54,392 --> 00:10:56,525
It looks different
than everything else.
249
00:10:56,612 --> 00:10:58,570
It tastes different
than everything else.
250
00:10:58,658 --> 00:11:01,095
And people look at it,
it's like, oh, I trust that guy.
251
00:11:01,182 --> 00:11:02,531
-That's someone like me.
-Exactly.
252
00:11:02,618 --> 00:11:04,011
-And have a story.
-Yeah.
253
00:11:04,098 --> 00:11:05,665
And most importantly,
254
00:11:05,752 --> 00:11:07,667
what does that mean
from a food standpoint?
255
00:11:09,451 --> 00:11:11,801
Every good restaurant
needs a story.
256
00:11:11,888 --> 00:11:13,629
Burger King has the Whopper.
257
00:11:14,412 --> 00:11:16,458
Wendy's has Dave Thomas.
258
00:11:16,545 --> 00:11:18,416
And Subway has...
259
00:11:18,503 --> 00:11:20,505
well, you know.
260
00:11:20,592 --> 00:11:22,203
But as important
as good branding is...
261
00:11:22,290 --> 00:11:24,031
There's a lot of chicken
to think about.
262
00:11:24,118 --> 00:11:25,641
...I first need to figure out
263
00:11:25,728 --> 00:11:29,079
what type of chicken is
and isn't selling.
264
00:11:29,166 --> 00:11:31,168
All right. So you're ready
to do some eating?
265
00:11:31,255 --> 00:11:33,301
-I am so ready.
-All right.
266
00:11:33,388 --> 00:11:34,955
Let's go look
at some restaurants
267
00:11:35,042 --> 00:11:36,652
so that you can
kind of get a sense
268
00:11:36,739 --> 00:11:37,697
of what's happening out there.
269
00:11:37,784 --> 00:11:39,220
Let's go.
270
00:11:39,307 --> 00:11:40,700
We are coming up
to Chick-fil-A,
271
00:11:40,787 --> 00:11:42,963
a number one
in customer satisfaction.
272
00:11:43,050 --> 00:11:45,008
Hmm, a regular and a spicy.
273
00:11:45,095 --> 00:11:46,793
-OK.
-Perfect.
274
00:11:46,880 --> 00:11:49,099
There's something
about this chicken...
275
00:11:49,186 --> 00:11:50,971
-I crave it.
-Oh, yeah.
276
00:11:51,058 --> 00:11:52,668
What's this ingredient in here?
277
00:11:52,755 --> 00:11:54,104
It-it's MSG.
278
00:11:54,191 --> 00:11:56,150
They've got MSG in this. A lot.
279
00:11:56,237 --> 00:11:58,456
So part of the reason why this
is the fastest growing chain
280
00:11:58,543 --> 00:12:00,197
is 'cause they're
cracking us out on MSG.
281
00:12:00,284 --> 00:12:02,069
They are.
282
00:12:02,156 --> 00:12:03,984
Yeah. The other thing
about Chick-fil-A is, um...
283
00:12:04,071 --> 00:12:06,073
you should just never go there
with your gay husband.
284
00:12:06,160 --> 00:12:07,683
I know.
285
00:12:07,770 --> 00:12:08,902
I think if you're not
gonna be inclusive,
286
00:12:08,989 --> 00:12:10,425
then you can fuck yourselves.
287
00:12:10,512 --> 00:12:11,861
That's a scientific
point of view.
288
00:12:12,688 --> 00:12:15,169
Pulling in to Wendy's.
289
00:12:15,256 --> 00:12:16,823
Can I take your order?
290
00:12:16,910 --> 00:12:19,434
What's your most popular
chicken sandwich?
291
00:12:20,348 --> 00:12:21,741
-The Spicy?
-Yeah.
292
00:12:21,828 --> 00:12:23,525
And what's the healthiest
chicken sandwich?
293
00:12:24,656 --> 00:12:25,962
Mm.
294
00:12:27,268 --> 00:12:29,139
It's like somebody
cleaned the grill
295
00:12:29,226 --> 00:12:30,924
with, like, cleaning solvent.
296
00:12:31,011 --> 00:12:33,187
You ever melt Styrofoam?
297
00:12:33,274 --> 00:12:36,059
Oh, research.
That's what this is.
298
00:12:36,146 --> 00:12:39,106
-A little 7-Eleven?
-Awesomeness guaranteed.
299
00:12:39,193 --> 00:12:40,716
Let's take a look.
300
00:12:40,803 --> 00:12:42,544
That's like an unfortunate
colored sauce.
301
00:12:42,631 --> 00:12:44,894
-Oh, that's the signature sauce.
-Oh, that's the signature sauce.
302
00:12:44,981 --> 00:12:47,331
I've got a new baby
that's putting that
in his diaper every night.
303
00:12:47,418 --> 00:12:49,986
-Right there. Let's go.
304
00:12:50,073 --> 00:12:51,901
OK, so off to Organic Coup.
305
00:12:51,988 --> 00:12:53,816
Hey, how are ya?
306
00:12:53,903 --> 00:12:55,818
And this is all about
organic through and through.
307
00:12:55,905 --> 00:12:58,255
You get, like,
this real barn farm.
308
00:12:59,735 --> 00:13:01,041
I know, right?
309
00:13:01,128 --> 00:13:02,912
- $400.
- No.
310
00:13:02,999 --> 00:13:06,437
-I feel like organic's gonna
be too expensive.
-Yeah.
311
00:13:06,524 --> 00:13:09,092
-Oh, fried chicken.
- Three piece dinner.
312
00:13:09,179 --> 00:13:10,311
Awesome.
313
00:13:11,747 --> 00:13:13,575
Here's a chicken leg for you.
314
00:13:13,662 --> 00:13:14,881
So--
315
00:13:16,360 --> 00:13:17,797
We are going
to Bakesale Betty's,
316
00:13:17,884 --> 00:13:19,711
and the line's out the street.
317
00:13:19,799 --> 00:13:21,235
So this is
the whole menu?
318
00:13:21,322 --> 00:13:22,932
Buttermilk fried chicken
and coleslaw sandwich.
319
00:13:23,019 --> 00:13:24,629
And where do
the chickens come from?
320
00:13:24,716 --> 00:13:26,327
-They're free-range.
-OK.
321
00:13:26,414 --> 00:13:27,937
What does--what does
free-range mean?
322
00:13:28,024 --> 00:13:29,852
I'm not sure what that means.
I should know.
323
00:13:29,939 --> 00:13:31,158
Yeah.
324
00:13:31,245 --> 00:13:33,160
That's a good-looking sandwich.
325
00:13:33,900 --> 00:13:35,118
Ooh.
326
00:13:35,205 --> 00:13:36,163
Mm-hmm. Oh.
327
00:13:36,250 --> 00:13:37,468
Mmm.
328
00:13:37,555 --> 00:13:39,296
Oh, yeah.
329
00:13:39,383 --> 00:13:42,212
Hey, what's the healthiest
sandwich you guys got?
330
00:13:42,299 --> 00:13:44,345
And then what's the most
popular sandwich?
331
00:13:49,306 --> 00:13:51,874
So this is the Burger King
most popular sandwich,
332
00:13:51,961 --> 00:13:53,310
breaded, fried.
333
00:13:53,745 --> 00:13:54,834
Mm.
334
00:13:54,921 --> 00:13:56,792
Ground up chicken bits inside.
335
00:13:56,879 --> 00:13:59,926
All I can say is this place is
called Burger King for a reason.
336
00:14:01,231 --> 00:14:02,363
Oh, look, it's hollow.
337
00:14:04,582 --> 00:14:06,280
You can actually
put it on like a mitt.
338
00:14:13,722 --> 00:14:15,680
You should not be able to
do this with a chicken sandwich.
339
00:14:16,986 --> 00:14:19,119
Come on down to Burger King.
340
00:14:19,206 --> 00:14:21,034
Get yourself a Chicken Mitt.
341
00:14:21,121 --> 00:14:22,426
Nom, nom, nom, nom, nom.
342
00:14:24,646 --> 00:14:26,517
So we've eaten...
343
00:14:26,604 --> 00:14:28,824
-I don't know how many
calories of chicken.
-A lot.
344
00:14:28,911 --> 00:14:30,478
A lot.
345
00:14:30,565 --> 00:14:32,654
So now we have to work
on honing in your vision.
346
00:14:32,741 --> 00:14:33,742
Yes.
347
00:14:33,829 --> 00:14:35,875
The hard part is,
348
00:14:35,962 --> 00:14:37,702
you want to
provide healthy options,
but at the end of the day,
349
00:14:37,789 --> 00:14:39,966
the healthy options aren't
what's keeping the lights on.
350
00:14:40,053 --> 00:14:42,882
Right. So this is
this kind of conundrum.
351
00:14:42,969 --> 00:14:45,493
Grilled chicken
sandwiches, which are
the healthier version...
352
00:14:45,580 --> 00:14:48,148
-Yeah.
-...are declining.
353
00:14:48,235 --> 00:14:51,020
And I agree that grilled
chicken sandwiches are...
354
00:14:51,107 --> 00:14:52,630
ultimately boring.
355
00:14:52,717 --> 00:14:54,632
Right. And fried chicken
sandwiches are growing.
356
00:14:54,719 --> 00:14:57,287
-Yeah.
-You know, consumers
crave this food.
357
00:14:57,374 --> 00:14:59,550
They're not willing
to sacrifice the taste.
358
00:14:59,637 --> 00:15:02,423
But there's this interesting
shifting definition of health,
359
00:15:02,510 --> 00:15:05,905
so it's not necessarily
100% healthy for you.
360
00:15:05,992 --> 00:15:07,950
It may be bad for you,
it's fried,
361
00:15:08,037 --> 00:15:10,300
but it's got some
vegetables in it, so you
feel better about it.
362
00:15:10,387 --> 00:15:12,259
-So it's a perception.
-It's the perception.
363
00:15:12,346 --> 00:15:14,739
Then I should play into that
as much as I can.
364
00:15:14,826 --> 00:15:16,176
Yes.
365
00:15:16,263 --> 00:15:17,786
It should feel
like healthier food.
366
00:15:17,873 --> 00:15:19,266
My sense is you've gotta
start with the chicken.
367
00:15:19,353 --> 00:15:21,181
-Hmm.
-Right?
368
00:15:21,268 --> 00:15:23,096
I mean, how do you feel about...
369
00:15:23,183 --> 00:15:25,533
having your own chickens?
370
00:15:25,620 --> 00:15:29,145
That you raise, that you know
what their life has been like,
371
00:15:29,232 --> 00:15:31,191
before, you know, we eat 'em.
372
00:15:31,278 --> 00:15:33,193
Sort of a farm to table
sort of a feel.
373
00:15:33,280 --> 00:15:35,412
'Cause no fast-food place
is doing that.
374
00:15:35,499 --> 00:15:37,675
These people are still
getting their chickens
from someone else.
375
00:15:37,762 --> 00:15:40,722
And if I can have the farm
that brings the chickens
to the restaurant,
376
00:15:40,809 --> 00:15:42,724
that's a good story.
377
00:15:42,811 --> 00:15:44,856
-So, a chicken farmer.
-Go forth and find
your chickens.
378
00:15:46,597 --> 00:15:49,861
Take a step towards
your future today.
379
00:15:52,081 --> 00:15:53,996
Farming, like any other market,
380
00:15:54,083 --> 00:15:56,172
is taking pride in your work,
doing all that you can
381
00:15:56,259 --> 00:15:58,609
to provide the best environment
that we can for those birds.
382
00:16:00,307 --> 00:16:02,309
I think Perdue cares
about people
383
00:16:02,396 --> 00:16:06,182
as well as they care
about the chickens.
384
00:16:06,269 --> 00:16:09,359
We're very
fortunate to have a relationship
with family farmers,
385
00:16:09,446 --> 00:16:11,927
and we feed a lot of people
over the world.
386
00:16:12,014 --> 00:16:14,277
Today, chicken is
a $48 billion industry.
387
00:16:16,279 --> 00:16:17,759
With so much demand,
388
00:16:17,846 --> 00:16:19,195
you'd think getting
just a few thousand birds
389
00:16:19,282 --> 00:16:21,241
and a farm would be easy.
390
00:16:24,548 --> 00:16:26,811
Uh, hello. I was hoping
I could speak to someone
391
00:16:26,898 --> 00:16:29,292
about getting some chickens.
392
00:16:30,641 --> 00:16:32,121
Getting some chickens?
393
00:16:32,208 --> 00:16:34,689
-Yes, sir.
-Um...
394
00:16:34,776 --> 00:16:36,560
Uh... I don't know about that.
395
00:16:38,214 --> 00:16:39,911
Thank you for calling Perdue.
396
00:16:39,999 --> 00:16:41,913
Hey, uh, I'm trying to, uh,
get in touch with somebody
397
00:16:42,001 --> 00:16:43,567
about getting some chickens.
398
00:16:43,654 --> 00:16:45,830
We don't sell our chickens.
399
00:16:45,917 --> 00:16:47,441
I'm trying to get some chicks.
400
00:16:47,528 --> 00:16:49,573
Let me transfer you to security.
401
00:16:51,880 --> 00:16:54,796
We don't give chicks
to other than Tyson growers.
402
00:16:54,883 --> 00:16:56,928
OK. Would you happen
to know a place?
403
00:16:57,016 --> 00:16:58,800
I sure do not.
404
00:17:00,410 --> 00:17:03,022
But the same way
there's Big Oil and Big Tobacco,
405
00:17:03,109 --> 00:17:06,547
for poultry,
there's Big Chicken.
406
00:17:06,634 --> 00:17:10,986
Big Chicken produces
over 99% of all the poultry
consumed in the U.S.,
407
00:17:11,073 --> 00:17:15,208
most of which is supplied
by only five vertically
integrated corporations.
408
00:17:15,295 --> 00:17:17,166
Tyson, Pilgrim's,
409
00:17:17,253 --> 00:17:21,214
Sanderson Farms,
Koch Foods, and Perdue.
410
00:17:21,301 --> 00:17:24,652
And these five companies
control practically everything.
411
00:17:25,522 --> 00:17:27,611
From the breeder farms,
412
00:17:27,698 --> 00:17:29,657
to the egg hatcheries,
413
00:17:29,744 --> 00:17:31,659
the feed mills,
414
00:17:31,746 --> 00:17:33,922
grow-out conditions,
415
00:17:34,009 --> 00:17:35,837
and the processing plants.
416
00:17:35,924 --> 00:17:39,493
Big Chicken dictates almost
every part of the process.
417
00:17:40,407 --> 00:17:42,104
Look at it this way.
418
00:17:42,191 --> 00:17:44,498
The next time you're
wondering which came first,
419
00:17:44,585 --> 00:17:45,760
the chicken or the egg?
420
00:17:45,847 --> 00:17:48,284
Turns out it's Big Chicken.
421
00:17:49,503 --> 00:17:51,026
Here's how it works.
422
00:17:51,113 --> 00:17:54,116
We will provide
the birds, the feed.
423
00:17:54,203 --> 00:17:55,204
OK.
424
00:17:55,291 --> 00:17:56,684
You as a grower,
425
00:17:56,771 --> 00:17:58,686
you'll be responsible
for all the costs
426
00:17:58,773 --> 00:18:01,254
associated with the building,
the land,
427
00:18:01,341 --> 00:18:03,821
plus the, uh, utility costs,
and the labor.
428
00:18:03,908 --> 00:18:06,259
OK. Like, how much is
the costs for one house?
429
00:18:06,346 --> 00:18:08,522
I would recommend
starting out with four.
430
00:18:08,609 --> 00:18:10,480
That's a million six.
431
00:18:11,220 --> 00:18:12,700
Um, OK.
432
00:18:12,787 --> 00:18:14,397
The standard is going to be
an 80/20 loan.
433
00:18:21,361 --> 00:18:24,625
I believe there's another place
in Bowling Green, Kentucky.
434
00:18:24,712 --> 00:18:26,583
One second, I'm sorry.
I'm just writing this down.
435
00:18:29,978 --> 00:18:32,415
Thank you for calling
Live Oak Bank
436
00:18:32,502 --> 00:18:34,548
-This is Josh.
-Hey, Josh, how are you doing?
437
00:18:34,635 --> 00:18:36,680
I'm a first-time chicken grower
438
00:18:36,767 --> 00:18:38,987
I just wanted to call about
getting a loan for
my chicken farm.
439
00:18:39,074 --> 00:18:40,554
OK. What's your name?
440
00:18:40,641 --> 00:18:41,642
Morgan.
441
00:18:41,729 --> 00:18:42,817
Mm-hmm.
442
00:18:42,904 --> 00:18:45,602
Spurlock. S-P-U-R-L-O-C-K.
443
00:18:47,561 --> 00:18:49,606
Are you a filmmaker?
444
00:18:49,693 --> 00:18:52,261
Am I a filmmaker?
Yeah, and a chicken farmer.
445
00:18:54,524 --> 00:18:56,135
Well, are you
the documentary filmmaker?
446
00:18:56,657 --> 00:18:57,875
I-I am.
447
00:18:59,877 --> 00:19:03,316
Gotcha. Give me
a little bit of time here,
and I'll give you a call back.
448
00:19:03,403 --> 00:19:05,753
Clearly,
if I'm going to do this...
449
00:19:05,840 --> 00:19:07,407
God, damn it.
450
00:19:07,494 --> 00:19:10,236
I'll need to find a way
around Big Chicken.
451
00:19:11,846 --> 00:19:13,935
Out of business.
452
00:19:14,022 --> 00:19:17,852
But finding
an independent hatchery
is easier said than done.
453
00:19:17,939 --> 00:19:20,420
How many birds do you need?
454
00:19:20,507 --> 00:19:22,422
How many birds could I get?
455
00:19:22,509 --> 00:19:24,467
Murray McMurray is
one of the few remaining
456
00:19:24,554 --> 00:19:26,817
independent hatcheries
in the U.S.
457
00:19:26,904 --> 00:19:29,255
They've been hatching chickens
for over a century,
458
00:19:29,342 --> 00:19:32,345
and offer over 100
different varieties of birds.
459
00:19:32,432 --> 00:19:35,522
But today, I'm all about
the broilers.
460
00:19:35,609 --> 00:19:37,567
Also known as meat chickens.
461
00:19:37,654 --> 00:19:41,397
Also known as the most
popular chicken on earth.
462
00:20:58,431 --> 00:20:59,997
Your chicks are in here.
463
00:21:04,393 --> 00:21:06,177
Look at you, you're out.
464
00:21:09,224 --> 00:21:11,835
Aww, good job.
465
00:21:11,922 --> 00:21:13,315
Good job getting out.
466
00:21:14,098 --> 00:21:15,274
Happy birthday!
467
00:21:19,800 --> 00:21:23,325
In six weeks, these guys will
be ready for the dinner plate.
468
00:21:23,934 --> 00:21:25,371
Wow.
469
00:21:25,458 --> 00:21:27,634
Let's go meet your friends.
470
00:21:27,721 --> 00:21:31,290
This little guy, he's just
one of more than 9 billion
broiler chicks
471
00:21:31,377 --> 00:21:32,726
hatched in the U.S. each year.
472
00:21:32,813 --> 00:21:34,293
Come here.
473
00:21:34,380 --> 00:21:36,338
Their sole purpose in life
is to grow fast
474
00:21:36,425 --> 00:21:37,905
and to get in our bellies.
475
00:21:37,992 --> 00:21:39,776
-That is so incredible.
476
00:21:39,863 --> 00:21:41,125
Your birds are in here.
477
00:21:41,212 --> 00:21:43,432
Oh, man! That is
a lot of chicken.
478
00:21:43,519 --> 00:21:44,781
Look at all my guys!
479
00:21:44,868 --> 00:21:46,000
Holy cow.
480
00:21:46,087 --> 00:21:47,610
These are Ross crosses,
481
00:21:47,697 --> 00:21:49,960
large, double breast,
fast-growing breed.
482
00:21:50,047 --> 00:21:51,484
Any other kind
of fast-food restaurant,
483
00:21:51,571 --> 00:21:53,181
they'd have these same
kind of chickens.
484
00:21:53,268 --> 00:21:54,574
They would have the same kind.
485
00:21:54,661 --> 00:21:55,879
And if you go
to the grocery store,
486
00:21:55,966 --> 00:21:57,794
this is what you
would be buying.
487
00:21:57,881 --> 00:21:59,753
They're especially bred
for the meat.
488
00:21:59,840 --> 00:22:01,929
These chicks are
the result of 70 years
489
00:22:02,016 --> 00:22:04,932
of cutting-edge scientific
research and selective breeding.
490
00:22:05,019 --> 00:22:06,020
It's like Easter.
491
00:22:09,937 --> 00:22:11,678
What did the time
to market used to be?
492
00:22:11,765 --> 00:22:13,767
-Sixteen, twenty weeks.
-Wow.
493
00:22:13,854 --> 00:22:16,073
From 20 weeks to 6 weeks.
494
00:22:16,160 --> 00:22:17,858
Just selective breeding.
495
00:22:17,945 --> 00:22:20,774
Over the years, they keep
breeding a day off every year,
496
00:22:20,861 --> 00:22:22,732
and they just keep bringing it
down and down.
497
00:22:22,819 --> 00:22:24,865
That's incredible.
498
00:22:24,952 --> 00:22:27,215
And while society continues
to strive for gender equality...
499
00:22:27,302 --> 00:22:29,391
We'll get set up
to sex these birds.
500
00:22:29,478 --> 00:22:32,525
...with Big Chicken,
it still pays to be a man.
501
00:22:32,612 --> 00:22:34,004
Because the males grow faster.
502
00:22:34,091 --> 00:22:36,224
And faster means more money.
503
00:22:36,311 --> 00:22:38,531
So, if I want to get more bang
for my chicken buck,
504
00:22:38,618 --> 00:22:40,228
I want to get
more male chickens.
505
00:22:40,315 --> 00:22:41,229
Correct.
506
00:22:59,856 --> 00:23:01,423
This is the Marek's vaccinator.
507
00:23:02,946 --> 00:23:05,645
The piston here will push
this hypodermic needle--
508
00:23:05,732 --> 00:23:07,560
-Just like that, right?
-There you go.
509
00:23:07,647 --> 00:23:09,649
-Have you ever
been poked by that?
-Yes, it hurts.
510
00:23:11,302 --> 00:23:13,174
One down.
511
00:23:13,261 --> 00:23:16,307
So we hear a lot
about birds that are
pumped full of hormones.
512
00:23:16,395 --> 00:23:18,092
You know,
most of that is a myth.
513
00:23:18,179 --> 00:23:19,267
OK.
514
00:23:19,354 --> 00:23:20,747
These chickens grow fast enough
515
00:23:20,834 --> 00:23:22,923
-the way they are naturally...
-Yeah.
516
00:23:23,010 --> 00:23:25,273
...that they don't
need those hormones.
517
00:23:26,883 --> 00:23:28,319
2,600 chickens.
518
00:23:28,407 --> 00:23:30,191
You're now an official
chicken farmer.
519
00:23:30,278 --> 00:23:31,192
Awesome.
520
00:23:31,279 --> 00:23:32,454
Thank you so much.
521
00:23:34,369 --> 00:23:37,981
Hi, let's talk about
being outside today.
522
00:23:38,068 --> 00:23:40,941
It's going to be
a really nice afternoon,
523
00:23:41,028 --> 00:23:42,856
lots of sunshine
is coming our way.
524
00:23:42,943 --> 00:23:45,859
It's gonna be a beautiful day
with a high near 81 degrees.
525
00:23:45,946 --> 00:23:47,469
Might end up
with a quick shower,
526
00:23:47,556 --> 00:23:49,950
but 78 on Friday,
and 80's again rest of week.
527
00:23:50,037 --> 00:23:54,041
♪ Ain't gonna do no plowing ♪
528
00:23:55,172 --> 00:23:58,567
♪ Ain't gonna plant no seed ♪
529
00:24:00,090 --> 00:24:03,616
♪ Ain't gonna feed
no chicken... ♪
530
00:24:06,488 --> 00:24:10,797
Jonathan Buttram is
the president of the Alabama
Poultry Growers Association.
531
00:24:10,884 --> 00:24:12,842
With 38 years in the industry,
532
00:24:12,929 --> 00:24:15,541
Jonathan, his wife Connie,
and their son Zack
533
00:24:15,628 --> 00:24:18,761
have grown for several
of the biggest poultry companies
in the country.
534
00:24:18,848 --> 00:24:22,199
Jonathan has agreed to rent me
one of his 14 grow houses
535
00:24:22,286 --> 00:24:25,464
and help me raise my chickens.
536
00:24:25,551 --> 00:24:28,728
♪ Ain't gonna spread no seed ♪
537
00:24:29,555 --> 00:24:30,730
How you doing?
538
00:24:31,165 --> 00:24:32,383
Hey.
539
00:24:32,471 --> 00:24:34,124
Jonathan Buttram,
nice to meet you.
540
00:24:34,211 --> 00:24:35,952
John, absolute pleasure, man.
Thank you so much.
541
00:24:36,039 --> 00:24:37,301
-Great to meet you.
-Great to see you face-to-face.
542
00:24:37,388 --> 00:24:38,868
You look like
a country boy.
543
00:24:38,955 --> 00:24:40,740
I'm--I'm a hillbilly,
it's what happens.
544
00:24:40,827 --> 00:24:42,742
When you're from West Virginia
you don't have a choice.
545
00:24:42,829 --> 00:24:45,396
Exactly. If you're
from West Virginia
you don't have a choice.
546
00:24:56,103 --> 00:24:57,626
This is a big space.
547
00:24:57,713 --> 00:24:59,323
This is gonna be home base
for my chickens?
548
00:24:59,410 --> 00:25:01,151
This is home base
for your chickens.
549
00:25:01,238 --> 00:25:03,023
That's fantastic.
550
00:25:03,110 --> 00:25:04,938
We think you're
gonna do great here.
551
00:25:11,335 --> 00:25:13,033
You're home!
552
00:25:13,990 --> 00:25:17,037
Home!
553
00:25:17,124 --> 00:25:19,605
-Right over here?
-Yeah, we want it that side
of the water line.
554
00:25:19,692 --> 00:25:20,693
OK.
555
00:25:21,781 --> 00:25:23,957
There you go! Yay!
556
00:25:24,044 --> 00:25:25,698
Home, home, home!
557
00:25:29,615 --> 00:25:31,660
Oh, so you're much
less delicate than I was.
558
00:25:31,747 --> 00:25:34,184
That will
actually stimulate 'em.
559
00:25:34,271 --> 00:25:36,012
-It will stimulate 'em?
-Yeah.
560
00:25:52,942 --> 00:25:54,727
I really don't want to walk.
561
00:25:56,816 --> 00:25:58,208
Why are you guys chasing me?
562
00:25:58,295 --> 00:26:00,602
Oh, I'm your mama. Mama!
563
00:26:00,689 --> 00:26:02,909
This is where you gotta watch
about stepping on 'em. Uh-oh.
564
00:26:02,996 --> 00:26:04,040
Holy cow.
565
00:26:08,175 --> 00:26:11,482
There are so many chickens
in this place.
566
00:26:11,570 --> 00:26:12,658
Get out! Get out! Get out!
567
00:26:12,745 --> 00:26:13,876
They're, like, surrounding me.
568
00:26:13,963 --> 00:26:14,921
He's mama!
569
00:26:21,884 --> 00:26:23,930
Go, go, go, go, go!
570
00:26:27,890 --> 00:26:29,500
Last guy! You're home!
571
00:26:29,588 --> 00:26:30,676
Home, home, home!
572
00:26:30,763 --> 00:26:32,416
- Whoa.
573
00:26:32,503 --> 00:26:34,070
-Did y'all hear a pop?
-Did you step on that guy?
574
00:26:34,157 --> 00:26:36,595
Yeah, he ran under
my foot when I...
575
00:26:36,682 --> 00:26:38,422
Wow.
576
00:26:38,509 --> 00:26:40,555
So they're running under
our feet, getting all around us.
577
00:26:40,642 --> 00:26:42,426
-Yeah.
-It's really hard
not to step on 'em.
578
00:26:42,513 --> 00:26:43,689
Right.
579
00:26:45,778 --> 00:26:47,823
Compared to most
of the industry,
580
00:26:47,910 --> 00:26:50,043
my chicks had it pretty good.
581
00:26:50,130 --> 00:26:53,481
You see, most grow houses
pack in more than ten times
as many birds.
582
00:26:53,568 --> 00:26:56,223
That's less than one square foot
for every chicken.
583
00:26:56,310 --> 00:26:58,791
So, in your new chicken house,
how many chickens are in there?
584
00:26:58,878 --> 00:27:01,445
There's, uh, 28,000
in each chicken house.
585
00:27:01,532 --> 00:27:03,883
Six flocks a year,
sometimes seven flocks.
586
00:27:03,970 --> 00:27:05,449
Wow.
587
00:27:05,536 --> 00:27:07,451
Now, I would love to show
you what 28,000 chickens
588
00:27:07,538 --> 00:27:09,540
actually looks like,
589
00:27:09,628 --> 00:27:12,413
but Big Chicken locks their
farmers into ironclad contracts
590
00:27:12,500 --> 00:27:16,722
which strictly prohibit
outsiders, like me,
from entering their grow house.
591
00:27:17,766 --> 00:27:21,422
So while I can show you this...
592
00:27:21,509 --> 00:27:24,033
for Jonathan's sake,
I can't show you
what's actually happening
593
00:27:24,120 --> 00:27:25,818
on the other side
of these walls.
594
00:27:31,084 --> 00:27:33,521
It's about numbers
for the industry.
595
00:27:33,608 --> 00:27:35,784
Getting the most amount
of chickens grown out,
596
00:27:35,871 --> 00:27:37,438
in the smallest
amount of space,
597
00:27:37,525 --> 00:27:39,570
for the least amount of money,
598
00:27:39,658 --> 00:27:41,398
so they can make
the most amount of money.
599
00:27:41,485 --> 00:27:42,835
That's the secret.
600
00:27:43,879 --> 00:27:45,228
Hello, my chickens.
601
00:27:46,577 --> 00:27:48,841
I am your chicken father.
602
00:27:50,886 --> 00:27:53,672
This is going to be
the best time for you guys.
603
00:27:53,759 --> 00:27:56,283
You have one job to do,
now that you're here.
604
00:27:56,370 --> 00:27:57,676
That's right, you have one job.
605
00:27:57,763 --> 00:28:00,374
That's to eat as much as you can
606
00:28:00,461 --> 00:28:02,768
and do absolutely nothing.
607
00:28:02,855 --> 00:28:05,422
Are you guys excited?
Who's excited?
608
00:28:08,208 --> 00:28:09,688
It's your daddy!
609
00:28:12,255 --> 00:28:14,649
The Beatles, this is
how they must have felt.
610
00:28:25,529 --> 00:28:27,140
Now that my farm's
up and running...
611
00:28:27,227 --> 00:28:28,924
OK, now we're going
back the other way.
612
00:28:29,011 --> 00:28:31,013
...I need to hunt down
a restaurant location.
613
00:28:31,100 --> 00:28:33,146
Taco Bell, Papa Johns...
614
00:28:33,233 --> 00:28:34,756
Smashburger, McDonald's.
615
00:28:34,843 --> 00:28:36,845
Ooh, look at that Arby's.
That's a fancy Arby's.
616
00:28:36,932 --> 00:28:39,543
And where better to do that
than Columbus, Ohio?
617
00:28:39,630 --> 00:28:41,415
This is like fast-food strip
right here.
618
00:28:41,502 --> 00:28:43,591
The test market capital
of America.
619
00:28:43,678 --> 00:28:46,202
That's the first
free-standing Chipotle
I've ever seen in my life.
620
00:28:46,289 --> 00:28:47,900
See, Columbus has everything.
621
00:28:48,901 --> 00:28:50,337
-How you doing?
-Hey.
622
00:28:50,424 --> 00:28:53,209
We've got freezers, coolers,
Amish-built bar,
623
00:28:53,296 --> 00:28:54,689
music up here, and--
624
00:28:54,776 --> 00:28:56,343
So has it been empty
for two years?
625
00:28:56,430 --> 00:28:58,258
-Yeah. Yeah.
-OK.
626
00:28:58,345 --> 00:29:01,261
So in an industry where most new
restaurants don't last a year...
627
00:29:01,348 --> 00:29:03,916
-Um, it feels like
it was a strip club.
628
00:29:04,003 --> 00:29:06,614
There's a dance floor
over there.
629
00:29:06,701 --> 00:29:10,226
...what's the secret sauce
that fuels those lucky few
to succeed?
630
00:29:10,313 --> 00:29:14,100
I love that they put a menu
over another menu.
631
00:29:14,187 --> 00:29:20,280
For starters, they're probably
offering food that customers
actually want to eat.
632
00:29:20,367 --> 00:29:22,717
So, if you were gonna order
a chicken sandwich,
633
00:29:22,804 --> 00:29:25,328
what type of chicken sandwich
would you most likely order?
634
00:29:25,415 --> 00:29:26,677
It'd be a crispy chicken.
635
00:29:26,765 --> 00:29:27,896
Crispy, of course.
636
00:29:27,983 --> 00:29:29,289
Why a crispy chicken sandwich?
637
00:29:29,376 --> 00:29:30,769
It just tastes so good.
638
00:29:30,856 --> 00:29:32,248
It's got a nice spice to it.
639
00:29:32,335 --> 00:29:33,684
Are you gonna go grilled
or you gonna go...
640
00:29:33,772 --> 00:29:34,729
Most likely fried.
641
00:29:34,816 --> 00:29:36,383
You know, I go to, uh,
642
00:29:36,470 --> 00:29:38,254
Kentucky Fried Chicken
every once in a while.
643
00:29:38,341 --> 00:29:40,822
-Yeah.
-And get a half a bucket
and sit there,
644
00:29:40,909 --> 00:29:43,259
and the next thing I know,
I-I shouldn't have did it.
645
00:29:43,346 --> 00:29:44,870
Right.
646
00:29:44,957 --> 00:29:46,349
See, we know we should
probably get the grilled
647
00:29:46,436 --> 00:29:47,437
but we don't. Why?
648
00:29:47,524 --> 00:29:48,961
It doesn't taste as good.
649
00:29:49,048 --> 00:29:50,658
So in our brain
we're telling ourselves
650
00:29:50,745 --> 00:29:52,573
we should order
the grilled chicken sandwich,
651
00:29:52,660 --> 00:29:53,966
but our actions...
652
00:29:54,053 --> 00:29:55,358
Go the opposite direction.
653
00:29:55,445 --> 00:29:56,838
Yeah. Why is that?
654
00:29:56,925 --> 00:29:59,885
-I don't know.
655
00:29:59,972 --> 00:30:02,844
I think healthy food depends
on the definition of health.
656
00:30:02,931 --> 00:30:04,324
What do you mean by that?
657
00:30:04,411 --> 00:30:06,979
So, we started to see
health change
658
00:30:07,066 --> 00:30:09,677
and evolve based
on health halos.
659
00:30:09,764 --> 00:30:12,071
What is a health halo?
What's that mean?
660
00:30:12,158 --> 00:30:15,335
Well, a health halo is when
there are terms associated
with certain product
661
00:30:15,422 --> 00:30:17,990
that--that make
it feel healthier.
662
00:30:18,077 --> 00:30:19,556
OK. So give me some examples.
663
00:30:19,643 --> 00:30:22,559
So examples would be
"fresh" and "natural."
664
00:30:22,646 --> 00:30:25,171
Um, "hand-crafted"
has become big.
665
00:30:25,258 --> 00:30:27,042
"Artisan."
666
00:30:27,129 --> 00:30:29,828
"Homemade," "scratch"--
things where consumers feel good
667
00:30:29,915 --> 00:30:31,655
about the food
and the ingredients.
668
00:30:31,742 --> 00:30:33,440
Even when I deep-fry it?
669
00:30:33,527 --> 00:30:34,833
Even when you deep-fry it.
670
00:30:34,920 --> 00:30:36,356
That's incredible.
671
00:30:36,443 --> 00:30:39,533
The term "fried" has
evolved to "crispy."
672
00:30:39,620 --> 00:30:42,492
-Fried has a very
negative halo around it.
-Right.
673
00:30:42,579 --> 00:30:44,538
-So let's talk about
my restaurant.
-OK.
674
00:30:44,625 --> 00:30:47,149
-Can it be fried
and also be quality?
-Sure.
675
00:30:47,236 --> 00:30:50,239
In fact, younger consumers
see quality ingredients
676
00:30:50,326 --> 00:30:52,285
and transparency
as better for them.
677
00:30:52,372 --> 00:30:55,679
So, for example, what are
the additives, preservatives?
678
00:30:55,766 --> 00:30:57,116
Was it sustainably raised?
679
00:30:57,203 --> 00:30:59,596
-Was it free-range or cage free?
-Right.
680
00:30:59,683 --> 00:31:02,077
This is what basically gives
them their perception of health
681
00:31:02,164 --> 00:31:04,427
-that becomes their reality.
-Yeah.
682
00:31:04,514 --> 00:31:07,039
But generally, they're led
by indulgence and craveability,
683
00:31:07,126 --> 00:31:10,259
so when they go out,
90% plus of consumers
684
00:31:10,346 --> 00:31:12,435
are going after
the fried or crispy food,
685
00:31:12,522 --> 00:31:13,959
versus the grilled.
686
00:31:14,046 --> 00:31:15,743
So how many
fried chicken sandwiches
687
00:31:15,830 --> 00:31:17,876
are sold in the U.S.
every single year?
688
00:31:21,705 --> 00:31:24,056
I would venture to say...
689
00:31:24,143 --> 00:31:26,623
it's close to
a billion sandwiches.
690
00:31:27,842 --> 00:31:29,365
A billion
chicken sandwiches a year?
691
00:31:29,452 --> 00:31:30,932
-Yeah.
-Wow.
692
00:31:31,019 --> 00:31:33,021
So the fried chicken sandwich...
693
00:31:33,108 --> 00:31:34,414
It's a good business to be in.
694
00:31:34,501 --> 00:31:36,677
Yes, absolutely.
695
00:31:36,764 --> 00:31:39,201
When was the last time you ate
a grilled chicken sandwich?
696
00:31:39,288 --> 00:31:40,811
-Probably never, man.
697
00:31:40,899 --> 00:31:42,813
I'm not gonna lie!
Probably never.
698
00:31:42,901 --> 00:31:44,641
Anything that's healthy
doesn't taste good.
699
00:31:44,728 --> 00:31:47,035
It's not, like, sizzling
and making a pop sound, it's--
700
00:31:47,122 --> 00:31:49,472
-I don't see myself eating it.
-Yeah.
701
00:31:49,559 --> 00:31:52,301
So if everybody
wants the fried sandwich...
702
00:31:52,388 --> 00:31:54,216
Take the fried, every time.
703
00:31:54,303 --> 00:31:56,392
-...and nobody wants
the grilled sandwich...
-Not me.
704
00:31:56,479 --> 00:31:59,004
But everybody wants the idea
of getting something healthy,
705
00:31:59,091 --> 00:32:01,615
can you just kind of bring
those two worlds together?
706
00:32:01,702 --> 00:32:06,707
Is there a way to make a healthy
fried chicken sandwich?
707
00:32:08,230 --> 00:32:09,840
It's a grilled fried chicken!
708
00:32:09,928 --> 00:32:11,364
It's a grilled fried chicken.
709
00:32:11,451 --> 00:32:13,627
Well, actually this is
a fried grilled chicken.
710
00:32:13,714 --> 00:32:16,325
You're gonna see
fried grilled chicken and
grilled fried chicken.
711
00:32:16,412 --> 00:32:19,633
So this one,
we wanted to showcase the fried,
then the grilling.
712
00:32:19,720 --> 00:32:20,939
Fried grilled chicken?
713
00:32:21,026 --> 00:32:22,288
-Yes.
-Really?
714
00:32:22,375 --> 00:32:23,637
Yeah.
715
00:32:26,727 --> 00:32:29,208
-I encourage you to taste that.
716
00:32:29,295 --> 00:32:33,125
Remember that taste
is a huge part of it.
717
00:32:33,212 --> 00:32:35,127
-Mm-hmm.
-If it doesn't taste good,
718
00:32:35,214 --> 00:32:37,477
-you're not getting a business.
-Hmm.
719
00:32:37,564 --> 00:32:42,656
But I mean, how can I present
the fried grilled chicken
sandwich as being...
720
00:32:43,352 --> 00:32:44,614
better for you.
721
00:32:44,701 --> 00:32:46,268
-Let's see what happens...
-Yeah.
722
00:32:46,355 --> 00:32:47,922
...and have a chef
create one of those
723
00:32:48,009 --> 00:32:49,663
-and see what that's like.
-Sure.
724
00:32:56,061 --> 00:32:58,280
So we have spicy mayonnaise.
725
00:32:58,367 --> 00:33:00,891
Health used to mean
low fat, low calories...
726
00:33:00,979 --> 00:33:02,415
That's nice.
727
00:33:02,502 --> 00:33:04,678
And now, health is about
what are the good things
728
00:33:04,765 --> 00:33:06,767
or the kinds of ingredients
that you're using.
729
00:33:06,854 --> 00:33:09,248
And all those fresh green herbs
730
00:33:09,335 --> 00:33:11,163
-really do give a health halo.
- Yeah.
731
00:33:11,250 --> 00:33:12,425
OK.
732
00:33:12,512 --> 00:33:13,817
Pickled vegetables.
733
00:33:13,904 --> 00:33:15,689
This is daikon,
onion, and carrot.
734
00:33:18,648 --> 00:33:23,218
So they are fried in the potato
and panko coating...
735
00:33:23,305 --> 00:33:25,177
and then they're grilling it
in a Panini press.
736
00:33:28,571 --> 00:33:31,531
To make this fried
chicken feel healthier,
737
00:33:31,618 --> 00:33:35,056
CCD is surrounding the meat
with a halo of all natural,
738
00:33:35,143 --> 00:33:38,973
local, and artisanal homemade
slaw and fresh green herbs.
739
00:33:39,060 --> 00:33:41,280
That combined
with pressed-on grill marks
740
00:33:41,367 --> 00:33:44,979
at least gives the perception
that this is a healthier
chicken sandwich.
741
00:33:45,849 --> 00:33:47,416
But the big question...
742
00:33:47,503 --> 00:33:49,201
How does it taste?
743
00:33:49,288 --> 00:33:52,334
So we have
the grilled crispy chicken.
744
00:33:52,421 --> 00:33:55,207
For this one, we increased
the spice on the spicy mayo,
745
00:33:55,294 --> 00:33:57,557
and this one, we have
a mustard sauce.
746
00:33:57,644 --> 00:33:58,862
-Great.
-Are you ready to taste?
747
00:33:58,949 --> 00:34:00,560
-Yes, please.
-Perfect.
748
00:34:00,647 --> 00:34:02,214
Here we go.
749
00:34:05,652 --> 00:34:07,741
We're actually gonna taste
the mustard one first.
750
00:34:07,828 --> 00:34:10,396
Oh, man...
the mustard sauce is good.
751
00:34:11,962 --> 00:34:13,877
Oh, my God.
752
00:34:13,964 --> 00:34:16,358
That's like one of the greatest
things I've eaten in my life.
753
00:34:17,925 --> 00:34:19,187
That slaw pickle mix
is really nice.
754
00:34:19,274 --> 00:34:21,015
All those fresh green herbs.
755
00:34:21,102 --> 00:34:23,365
-Yeah, that already looks
like a healthy sandwich.
-Mm-hmm.
756
00:34:23,452 --> 00:34:25,759
I'm wondering what isn't
letting us get the grill marks.
757
00:34:25,846 --> 00:34:28,762
Our grill, our Panini press,
if it burns it,
758
00:34:28,849 --> 00:34:31,025
just so you get the char marks,
it's gonna overcook the chicken.
759
00:34:31,112 --> 00:34:33,419
See, the problem is I feel like
we need grill marks on it
760
00:34:33,506 --> 00:34:35,682
to hammer home
the healthful-looking sandwich.
761
00:34:35,769 --> 00:34:37,423
Mm-hmm.
762
00:34:37,510 --> 00:34:39,642
If you really want char,
or grill marks, pardon me,
763
00:34:39,729 --> 00:34:43,255
you can paint them onto this
with dark food coloring.
764
00:34:43,342 --> 00:34:45,300
You're a--you're a smart one.
765
00:34:45,387 --> 00:34:47,041
OK, so we're getting ready
to do the next one?
766
00:34:47,128 --> 00:34:49,565
Mm-hmm. We're creating
the ultimate health halo.
767
00:34:49,652 --> 00:34:50,740
Let's try this.
768
00:34:50,827 --> 00:34:51,872
This is the spicy?
769
00:34:51,959 --> 00:34:53,961
This is the spicy, yeah.
770
00:34:54,048 --> 00:34:56,659
Like three seconds in,
it starts.
771
00:34:56,746 --> 00:34:58,487
Mm-hmm. You feel it,
you get the kick.
772
00:34:58,574 --> 00:35:00,968
That is a craveable flavor.
773
00:35:01,055 --> 00:35:02,578
That's a great sandwich.
774
00:35:02,665 --> 00:35:04,232
For the spicy crowd,
you've got something.
775
00:35:04,319 --> 00:35:06,147
for the non-spicy crowd,
you've got something.
776
00:35:06,234 --> 00:35:08,367
Both feel very craveable to me.
777
00:35:08,454 --> 00:35:10,543
So let's have a conversation
778
00:35:10,630 --> 00:35:13,850
of how healthy are
our sandwiches.
779
00:35:13,937 --> 00:35:15,113
Um...
780
00:35:21,554 --> 00:35:23,817
I think--I think that
answers my question.
781
00:35:26,776 --> 00:35:29,214
Morgan, you know
I'm not a nutritionist,
782
00:35:29,301 --> 00:35:31,607
but I would assume if you're
deep-frying something
783
00:35:31,694 --> 00:35:33,261
you could be heavily criticized
784
00:35:33,348 --> 00:35:35,176
and perhaps see
a backlash for that.
785
00:35:35,263 --> 00:35:36,960
I just want you to know that.
786
00:35:37,047 --> 00:35:38,701
But everybody in America
loves fried chicken.
787
00:35:38,788 --> 00:35:40,529
But--but you--
788
00:35:40,616 --> 00:35:41,878
But I think that if you
start going down a path
789
00:35:41,965 --> 00:35:43,097
of super, super healthy
790
00:35:43,184 --> 00:35:44,577
-nobody wants to eat it.
-Mm. OK.
791
00:35:44,664 --> 00:35:46,796
Well, you're gonna
have to do something
792
00:35:46,883 --> 00:35:48,363
that makes it healthier.
793
00:35:48,450 --> 00:35:50,278
Right. What are your guys'
thoughts on...
794
00:35:50,365 --> 00:35:52,933
Obviously, fried chicken is
never gonna be amazing for you,
795
00:35:53,020 --> 00:35:55,936
but if you are showcasing
all of the ingredients
796
00:35:56,023 --> 00:35:57,807
and being transparent about it,
797
00:35:57,894 --> 00:36:00,332
that's where I think it can
be interesting to consumers.
798
00:36:00,419 --> 00:36:03,900
I think that's the big thing,
is what's the story behind
you and the chickens?
799
00:36:03,987 --> 00:36:06,729
You really have to be clear
on what kind of chicken
you're serving.
800
00:36:06,816 --> 00:36:08,992
Yeah, the chickens are blank,
or the chickens are this.
801
00:36:09,079 --> 00:36:11,517
Are the chickens that you
are sourcing high quality
802
00:36:11,604 --> 00:36:13,345
and free range,
and things like that.
803
00:36:13,432 --> 00:36:15,564
Are you looking at organic?
Or are you...
804
00:36:15,651 --> 00:36:18,959
Probably not. But what if--what
if the chickens that I serve...
805
00:36:19,699 --> 00:36:20,656
are vegan?
806
00:36:22,223 --> 00:36:23,790
Yeah, I don't know
how that works.
807
00:36:23,877 --> 00:36:26,271
Home of the vegan chicken.
808
00:36:26,358 --> 00:36:28,229
-So there you go.
-I like it, actually.
809
00:36:28,316 --> 00:36:29,665
I kind of love that.
810
00:36:29,752 --> 00:36:32,190
Um, but I guess
the point being, Morgan,
811
00:36:32,277 --> 00:36:35,280
the better the chicken,
and the more claims you have,
812
00:36:35,367 --> 00:36:36,933
the easier and better it is.
813
00:36:37,020 --> 00:36:39,327
-To tell that story. Yeah.
-A hundred percent.
814
00:36:42,896 --> 00:36:44,854
Oh, my gosh, they're so big!
815
00:36:46,334 --> 00:36:47,901
They're outgrowing
their feathers.
816
00:36:47,988 --> 00:36:49,903
-That's why they're bald.
-That's good.
817
00:36:49,990 --> 00:36:52,297
They're growing so quick that
the feathers can't catch up.
818
00:36:52,384 --> 00:36:54,342
Holy shit.
819
00:36:54,429 --> 00:36:56,214
So if almost of the
chicken consumed in America
820
00:36:56,301 --> 00:36:59,347
comes from
the same type of bird,
821
00:36:59,434 --> 00:37:01,654
then how do you make
the actual chickens better?
822
00:37:04,918 --> 00:37:07,399
So, the thing that I'd really
like to figure out
823
00:37:07,486 --> 00:37:09,923
is how do we make
them free-range?
824
00:37:10,010 --> 00:37:12,099
If we do that, we have
to really be careful
825
00:37:12,186 --> 00:37:14,275
about what we do
with this type of chicken.
826
00:37:14,362 --> 00:37:15,798
OK.
827
00:37:15,885 --> 00:37:19,715
These birds are bred
to grow... indoors.
828
00:37:20,977 --> 00:37:22,762
They're sort of
like sissy birds.
829
00:37:25,504 --> 00:37:27,549
If these birds went outside,
830
00:37:27,636 --> 00:37:30,291
and it'll be a 120 degrees
outside this house right here,
831
00:37:30,378 --> 00:37:32,293
they're gonna die
from heat stress.
832
00:37:32,380 --> 00:37:35,514
-Kill these chickens
just in a few minutes.
-OK.
833
00:37:35,601 --> 00:37:37,298
But if we gave them
shade, with like--
834
00:37:37,385 --> 00:37:39,431
what's the smallest space
we could give them
835
00:37:39,518 --> 00:37:42,521
that would still be
quantified as free-range?
836
00:37:42,608 --> 00:37:45,001
You know, I really don't know
the regulations on that.
837
00:37:49,702 --> 00:37:52,095
- Hello.
-Uh, yes. Is this the USDA?
838
00:37:52,182 --> 00:37:53,967
It certainly is.
How can I help you?
839
00:37:54,054 --> 00:37:55,969
Uh, so I have a question.
840
00:37:56,056 --> 00:37:59,015
I have a, uh, I have a small
chicken farm down in Alabama,
841
00:37:59,102 --> 00:38:02,149
and we're looking
to raise my chickens free-range.
842
00:38:02,236 --> 00:38:05,195
And I just wanted to understand
everything that I need to do,
843
00:38:05,283 --> 00:38:07,676
uh, to kind of fall
within USDA guidelines.
844
00:38:07,763 --> 00:38:09,417
OK.
845
00:38:09,504 --> 00:38:12,072
The written description
of the housing conditions
846
00:38:12,159 --> 00:38:16,119
is reviewed to ensure that
the birds have continuous,
free access to the out of doors
847
00:38:16,206 --> 00:38:20,254
for over 51% of their lives
to the normal growing cycle.
848
00:38:20,341 --> 00:38:21,951
So does that
have to be full-time?
849
00:38:22,038 --> 00:38:23,692
Even when it's
100 degrees outside?
850
00:38:23,779 --> 00:38:25,825
Or is it time in
the morning when it's cool,
851
00:38:25,912 --> 00:38:28,218
then they come back in
during the heat of the day,
852
00:38:28,306 --> 00:38:30,830
then they're allowed access
again in the evening
when it cools down again.
853
00:38:30,917 --> 00:38:32,440
Right. That--that's fine.
854
00:38:32,527 --> 00:38:34,268
-That's fine.
-That's fine.
855
00:38:34,355 --> 00:38:36,401
And is there anything
about the size of the enclosure?
856
00:38:36,488 --> 00:38:38,620
Not that I'm aware of.
857
00:38:38,707 --> 00:38:41,188
I'm not seeing it has
any designation here
in the information.
858
00:38:41,275 --> 00:38:43,364
-OK.
-And I'll send you
all the details.
859
00:38:43,451 --> 00:38:44,844
Awesome.
I really appreciate it.
860
00:38:44,931 --> 00:38:46,759
Thank you so much
for your time.
861
00:38:46,846 --> 00:38:49,544
-Not a problem, have a good day.
-Have a great day. Bye, bye.
862
00:38:50,545 --> 00:38:52,373
Let's see what I got. Hold on.
863
00:38:52,460 --> 00:38:54,375
USDA permits the term
"free-range"
864
00:38:54,462 --> 00:38:56,551
if the chickens have
access to the outdoors
865
00:38:56,638 --> 00:38:58,292
for at least some
part of the day,
866
00:38:58,379 --> 00:39:01,991
whether the chickens choose
to go outside or not.
867
00:39:02,078 --> 00:39:03,689
So, ultimately, they don't
have to go outside,
868
00:39:03,776 --> 00:39:05,473
as long as we give them
the option to go outside.
869
00:39:05,560 --> 00:39:07,606
-Right. That's right.
-Then they're free-range.
870
00:39:07,693 --> 00:39:09,303
-That's what I understood.
-OK.
871
00:39:25,101 --> 00:39:26,276
Better watch your fingers.
872
00:39:26,364 --> 00:39:27,930
Let's move it over here.
873
00:39:29,018 --> 00:39:30,324
Ready?
874
00:39:31,281 --> 00:39:32,413
OK.
875
00:39:57,090 --> 00:39:58,221
Should I just push this side in?
876
00:39:58,308 --> 00:39:59,658
Yeah.
877
00:40:04,663 --> 00:40:06,142
We're done.
878
00:40:07,535 --> 00:40:09,102
They have access to outside.
879
00:40:10,451 --> 00:40:11,626
That's it.
880
00:40:13,498 --> 00:40:14,716
Here it is.
881
00:40:15,630 --> 00:40:16,805
Free-range.
882
00:40:19,417 --> 00:40:21,810
Come on, come check it out.
883
00:40:21,897 --> 00:40:23,812
Come on. Let's go. Let's go.
884
00:40:25,292 --> 00:40:27,512
Yeah, go check it out.
What's over there?
885
00:40:29,296 --> 00:40:30,558
They're afraid
to cross the threshold.
886
00:40:30,645 --> 00:40:31,820
But they are curious.
887
00:40:31,907 --> 00:40:33,126
Yeah.
888
00:40:34,214 --> 00:40:35,345
Come on.
889
00:40:37,391 --> 00:40:39,132
Hey, go outside. Check it out!
890
00:40:40,089 --> 00:40:41,482
Look, you're free-range.
891
00:40:43,528 --> 00:40:45,791
They're still considered
free-range if we're, like,
892
00:40:45,878 --> 00:40:47,662
trying to force them
to go outside?
893
00:40:47,749 --> 00:40:50,012
I think right now we're
just letting them know.
894
00:40:54,930 --> 00:40:56,497
Come on. Come check it out.
895
00:40:56,584 --> 00:40:59,413
Check it out. Check it out!
896
00:40:59,500 --> 00:41:03,025
Check it out,
free-range chicken.
897
00:41:03,112 --> 00:41:05,245
You are living
the chicken dream.
898
00:41:06,942 --> 00:41:08,901
Look at you, you're
a free-range chicken.
899
00:41:09,945 --> 00:41:11,947
Go tell all your friends.
900
00:41:12,034 --> 00:41:14,210
This guy's like,
I want that shade.
901
00:41:14,297 --> 00:41:15,864
Go check it out, guys.
902
00:41:15,951 --> 00:41:17,300
Pretty sweet.
903
00:41:18,693 --> 00:41:20,478
Or don't. Doesn't matter.
904
00:41:26,092 --> 00:41:27,876
I know.
905
00:41:27,963 --> 00:41:29,878
Free-range chickens are
supposed to look like this.
906
00:41:31,793 --> 00:41:33,926
Or this.
907
00:41:34,013 --> 00:41:36,668
Or maybe something like this.
908
00:41:36,755 --> 00:41:38,539
That's what I thought, too.
909
00:41:38,626 --> 00:41:40,976
But it turns out there's no
enforceable legal definition
910
00:41:41,063 --> 00:41:42,848
for what free-range chicken
actually is.
911
00:41:42,935 --> 00:41:44,850
Which way is
the meat department?
912
00:41:44,937 --> 00:41:46,329
You see, the poultry industry
is highly competitive.
913
00:41:46,416 --> 00:41:48,375
Natural breast,
no added hormones.
914
00:41:48,462 --> 00:41:50,856
And Big Chicken
is determined to convince us
915
00:41:50,943 --> 00:41:52,901
that all chickens are
not created equal.
916
00:41:52,988 --> 00:41:55,034
Better feed, better taste.
917
00:41:55,121 --> 00:41:56,688
Chicken raised
without antibiotics.
918
00:41:56,775 --> 00:41:59,386
More than delicious,
a way of life.
919
00:41:59,473 --> 00:42:01,606
Moist and tender. Mmm.
920
00:42:01,693 --> 00:42:03,390
So if it works for them...
921
00:42:03,477 --> 00:42:05,261
See, there's an actual picture
of their real farm.
922
00:42:05,348 --> 00:42:07,089
...shouldn't it also
work for me?
923
00:42:07,176 --> 00:42:09,701
There's a lot of things
I can say about my chickens.
924
00:42:09,788 --> 00:42:13,748
I mean, it's not really cheating
if Big Chicken makes the rules
to the game... right?
925
00:42:13,835 --> 00:42:17,099
I've got to fill out
the USDA application
926
00:42:17,186 --> 00:42:20,668
than enables me to label
my chickens certain things.
927
00:42:21,582 --> 00:42:24,150
So name of product is
928
00:42:24,237 --> 00:42:27,849
Morganic Fresh Farms.
929
00:42:27,936 --> 00:42:31,244
Since my chickens are already
on a non-organic diet
that includes pork meat...
930
00:42:31,331 --> 00:42:33,463
It has some pork
in my chicken feed.
931
00:42:33,551 --> 00:42:35,030
Pork-fed chickens.
932
00:42:35,117 --> 00:42:38,120
...sadly, that means they
can't be called organic.
933
00:42:38,207 --> 00:42:41,036
But what else makes people
think that chicken is better?
934
00:42:41,123 --> 00:42:43,909
If I had a chicken farm
called Morganic Fresh Farms,
935
00:42:43,996 --> 00:42:46,128
what would you expect
those chickens to be like?
936
00:42:46,215 --> 00:42:49,610
I'd expect it to be Morgan's
highest quality chicken.
937
00:42:49,697 --> 00:42:51,394
-They're natural.
-Natural, all natural.
938
00:42:51,481 --> 00:42:53,309
-Natural.
- What does
"all natural" mean?
939
00:42:53,396 --> 00:42:55,094
It was born in the wild.
940
00:42:55,181 --> 00:42:57,400
Eating corn,
living life.
941
00:42:57,487 --> 00:42:59,228
-All natural
-100% natural.
942
00:42:59,315 --> 00:43:00,752
100% natural.
943
00:43:00,839 --> 00:43:03,537
All natural is the most
misleading claim
944
00:43:03,624 --> 00:43:06,061
on meat and poultry products.
945
00:43:06,148 --> 00:43:07,933
All natural is really organic?
946
00:43:08,020 --> 00:43:09,108
Organic, I guess.
947
00:43:09,195 --> 00:43:11,893
The average consumer appears
948
00:43:11,980 --> 00:43:15,418
to think all natural is
very similar to organic.
949
00:43:15,505 --> 00:43:17,116
All natural, organic,
it's the same.
950
00:43:17,203 --> 00:43:19,597
How the land is treated;
how the animals are treated;
951
00:43:19,684 --> 00:43:22,164
what they're fed;
whether they get antibiotics.
952
00:43:22,251 --> 00:43:24,950
It means none of those things.
953
00:43:25,037 --> 00:43:28,214
All natural, according
to the United States
Department of Agriculture,
954
00:43:28,301 --> 00:43:32,174
means minimally processed;
no artificial ingredients.
955
00:43:32,261 --> 00:43:36,526
Only means what
happens to the product
after the animal is killed
956
00:43:36,614 --> 00:43:39,878
and has nothing to do
with how the animal is raised.
957
00:43:39,965 --> 00:43:42,663
So, all natural.
958
00:43:42,750 --> 00:43:44,752
Hormone free,
what does that mean?
959
00:43:44,839 --> 00:43:46,798
They don't put hormones
in the food to make
them grow faster.
960
00:43:46,885 --> 00:43:50,628
That's where they inject
the chemicals into a chicken.
961
00:43:50,715 --> 00:43:53,456
I think it absorbs into
the muscle, into the fat
of the chicken, then the meat.
962
00:43:53,543 --> 00:43:54,544
We eat that.
963
00:43:54,632 --> 00:43:55,981
And I'm one of those people
964
00:43:56,068 --> 00:43:57,809
at the grocery store
that will buy--
965
00:43:57,896 --> 00:43:59,811
spend the extra and buy
the no hormone-injected meats
966
00:43:59,898 --> 00:44:02,291
and I do the best I can.
967
00:44:02,378 --> 00:44:04,903
Without any added hormones.
Grown with no added hormones.
968
00:44:04,990 --> 00:44:09,255
By law, poultry cannot
receive hormones.
969
00:44:09,342 --> 00:44:11,823
And yet, producers
can make that claim.
970
00:44:11,910 --> 00:44:14,477
Well, Foster Farms Chicken
has no added hormones.
971
00:44:14,564 --> 00:44:17,089
Well, I wish you didn't have
any added negativity!
972
00:44:17,176 --> 00:44:20,396
No hormones added.
973
00:44:20,483 --> 00:44:23,573
-If a chicken is cage-free,
what does that mean?
-Cage-free?
974
00:44:23,661 --> 00:44:26,141
Cage-free chicken
would be a cousin of
a free-range chicken.
975
00:44:26,228 --> 00:44:28,535
They're still within quarters
976
00:44:28,622 --> 00:44:31,146
but just not in those small,
little containers.
977
00:44:31,233 --> 00:44:32,887
-And that's good, right?
-Yeah.
978
00:44:32,974 --> 00:44:36,151
Cage-free.
We consider that misleading.
979
00:44:36,238 --> 00:44:40,808
Meat chickens
in the United States have
never been raised in cages.
980
00:44:40,895 --> 00:44:43,115
- Cage-free.
981
00:44:43,202 --> 00:44:45,160
What about a label
that says "humanely raised."
982
00:44:45,247 --> 00:44:46,988
What does that mean?
983
00:44:47,075 --> 00:44:49,077
Uh, it's not raised in a cruel,
unnatural condition.
984
00:44:49,164 --> 00:44:51,601
Like, if you're gonna eat meat,
I'd rather it be, like,
985
00:44:51,689 --> 00:44:53,473
-ethically treated, you know.
-Yeah.
986
00:44:53,560 --> 00:44:56,563
Then for some things,
like humane,
987
00:44:56,650 --> 00:44:59,740
they allow the producer
to define the claim.
988
00:44:59,827 --> 00:45:03,439
So I'm gonna say humanely
raised means...
989
00:45:03,526 --> 00:45:07,835
chickens raised
humanely on a family farm
in a stress-free environment.
990
00:45:07,922 --> 00:45:12,405
Our farmers always handle
the birds with care and respect.
991
00:45:12,492 --> 00:45:15,974
So now my free-range, cage-free,
no hormones added,
992
00:45:16,061 --> 00:45:19,194
humanely-raised,
100% natural chickens
993
00:45:19,281 --> 00:45:21,893
can get the USDA's
seal of approval.
994
00:45:21,980 --> 00:45:23,982
Some pretty good bullshit
right there.
995
00:45:26,201 --> 00:45:30,249
If you put your faith
in government to be looking
out for what's in your food,
996
00:45:30,336 --> 00:45:33,731
then you're--you're putting
yourself into an experiment.
997
00:45:33,818 --> 00:45:35,776
And the USDA,
there's no funding.
998
00:45:35,863 --> 00:45:38,910
They can't afford to test
anything, so they don't.
999
00:45:38,997 --> 00:45:42,348
If you vouch for its safety,
we're good, you know.
1000
00:45:42,435 --> 00:45:43,479
They rubber stamp it.
1001
00:45:43,566 --> 00:45:45,307
So when people say...
1002
00:45:45,394 --> 00:45:47,048
we're only selling people
what they want, is that true?
1003
00:45:47,135 --> 00:45:48,310
-It's absolutely true.
-Yeah.
1004
00:45:48,397 --> 00:45:49,790
'Cause they're constantly,
1005
00:45:49,877 --> 00:45:51,226
ear to the ground,
what do people want?
1006
00:45:51,313 --> 00:45:53,925
GMO free, free-range,
1007
00:45:54,012 --> 00:45:57,102
humanely raised, like,
all these terms
1008
00:45:57,189 --> 00:45:59,626
are coming out of the people
that are the activists,
1009
00:45:59,713 --> 00:46:03,021
and then they get adopted
really quickly by the companies.
1010
00:46:03,108 --> 00:46:04,239
Yeah.
1011
00:46:04,326 --> 00:46:05,719
It's kind of like the '70's,
1012
00:46:05,806 --> 00:46:07,808
when the whole
peace-love movement
1013
00:46:07,895 --> 00:46:10,724
became, like, lunch boxes
and stuff, and then it was over.
1014
00:46:10,811 --> 00:46:12,682
-Right.
1015
00:46:12,770 --> 00:46:14,859
What will it take to change
the environment we live in?
1016
00:46:14,946 --> 00:46:17,252
A really passionate...
1017
00:46:17,339 --> 00:46:19,689
involved consumer that takes
advantage of the fact
1018
00:46:19,777 --> 00:46:22,475
that you can kind of learn about
anything you want to, right now.
1019
00:46:22,562 --> 00:46:24,782
You want to know what's
in something, Google it up.
1020
00:46:24,869 --> 00:46:27,045
If everybody
took advantage of that,
1021
00:46:27,132 --> 00:46:30,091
there'd be clean food,
there'd be healthy food,
it would change overnight.
1022
00:46:31,484 --> 00:46:34,008
So I'd like to ask you
about what I'm doing.
1023
00:46:34,095 --> 00:46:35,488
Well, you need a catchy name.
1024
00:46:35,575 --> 00:46:37,751
Talk about the farm.
1025
00:46:37,838 --> 00:46:41,537
There is this bucolic notion
of what's going on
at the farm, still,
1026
00:46:41,624 --> 00:46:45,672
that Americans have,
because we all grew up with our
little farm toys and everything.
1027
00:46:45,759 --> 00:46:48,588
And why do we, as consumers,
want to believe that?
1028
00:46:48,675 --> 00:46:50,982
We don't take in stuff
through fact,
1029
00:46:51,069 --> 00:46:52,853
we take in stuff
through stories.
1030
00:46:52,940 --> 00:46:55,203
So every brand has a story,
every campaign has a story.
1031
00:46:55,290 --> 00:46:57,945
-And your restaurant
has a story.
-Right.
1032
00:46:58,032 --> 00:47:00,730
-You gotta weave a good tale.
-Yeah.
1033
00:47:07,912 --> 00:47:09,522
This is my farm.
1034
00:47:09,609 --> 00:47:12,699
Whoa, whoa, whoa,
Morganic? Yeah.
1035
00:47:12,786 --> 00:47:16,268
Andrew Clark
and David Littlejohn run
the creative agency Humanaut.
1036
00:47:16,355 --> 00:47:18,313
They specialize in getting
startups off the ground
1037
00:47:18,400 --> 00:47:20,925
with innovative
and outside-the-box campaigns.
1038
00:47:21,012 --> 00:47:23,971
Hey, foodies. It doesn't
get any more local than that.
1039
00:47:24,058 --> 00:47:27,192
They've agreed to come on board
to help me weave my tale.
1040
00:47:27,279 --> 00:47:29,585
I'm trying to find an agency
who can kind of help me
1041
00:47:29,672 --> 00:47:33,763
fulfill my vision of
the ultimate farm-to-table
fast-food restaurant.
1042
00:47:33,851 --> 00:47:36,418
And the whole reason I wanted
to raise my own chickens
1043
00:47:36,505 --> 00:47:39,639
was because what consumers
are kind of leaning towards
and want now,
1044
00:47:39,726 --> 00:47:41,249
which is kind
of "healthy fast-food."
1045
00:47:41,336 --> 00:47:42,990
-Right.
-So, raising my own chickens,
1046
00:47:43,077 --> 00:47:45,123
there's nothing more
farm-to-table than that.
1047
00:47:45,210 --> 00:47:47,038
-Are you gonna
serve that chicken?
-Absolutely.
1048
00:47:47,125 --> 00:47:48,604
-Chicken farmer.
-Chicken farmer.
1049
00:47:48,691 --> 00:47:52,478
They are free-range,
they are cage-free,
1050
00:47:52,565 --> 00:47:55,133
they are antibiotic-free,
hormone-free,
1051
00:47:55,220 --> 00:47:57,135
-all natural...
- Asbestos-free?
1052
00:47:57,222 --> 00:47:59,615
Asbestos free,
USDA certified.
1053
00:47:59,702 --> 00:48:01,530
That sounds amazing.
1054
00:48:01,617 --> 00:48:04,098
Until you start to realize
how much of that is labeling.
1055
00:48:04,185 --> 00:48:06,927
And marketing.
And it's just kind of...
1056
00:48:07,014 --> 00:48:08,494
the health halo.
1057
00:48:08,581 --> 00:48:10,235
Especially like
a fast-food restaurant.
1058
00:48:10,322 --> 00:48:12,280
They've kind of been
green-washing, health-washing
1059
00:48:12,367 --> 00:48:14,065
the dirty, unhealthy truth.
1060
00:48:14,152 --> 00:48:16,241
They want you to feel like
they're being honest,
1061
00:48:16,328 --> 00:48:19,984
-or you can trust them.
-But it's still junk food.
1062
00:48:20,071 --> 00:48:22,247
Before we get started
on slogans and jingles,
1063
00:48:22,334 --> 00:48:24,989
I need to understand just how
much things have changed.
1064
00:48:25,076 --> 00:48:27,730
First stop, the one
place story-wise
1065
00:48:27,817 --> 00:48:30,908
that Andrew and David think
has truly evolved the most.
1066
00:48:31,778 --> 00:48:33,258
McDonald's.
1067
00:48:33,345 --> 00:48:34,433
Oh, my gosh.
1068
00:48:34,520 --> 00:48:35,956
Yeah.
1069
00:48:36,043 --> 00:48:37,175
This is your first
time back, right?
1070
00:48:37,262 --> 00:48:38,959
This will be the first time
1071
00:48:39,046 --> 00:48:43,094
I have set foot
in a McDonald's in 12 years.
1072
00:48:43,181 --> 00:48:45,226
-It's a big moment.
- Here we are.
1073
00:48:46,793 --> 00:48:49,796
Oh, my gosh. I'm having
flashbacks already.
1074
00:48:49,883 --> 00:48:53,191
This is a drastically
different place
1075
00:48:53,278 --> 00:48:55,628
than the McDonald's
of ten years ago.
1076
00:48:55,715 --> 00:48:57,847
It doesn't look like any
McDonald's I've ever been in.
1077
00:48:57,935 --> 00:49:00,415
It definitely looks better
than those clown castles
they used to have.
1078
00:49:02,026 --> 00:49:03,810
Nice stone work. I mean,
that's not cheap.
1079
00:49:03,897 --> 00:49:06,639
Yeah, but is it gonna taste
drastically different?
1080
00:49:06,726 --> 00:49:08,510
You're gonna let us know.
1081
00:49:08,597 --> 00:49:10,425
The smell's already wafting
out of the doors.
1082
00:49:10,512 --> 00:49:12,253
Yeah, it really is.
1083
00:49:12,340 --> 00:49:14,560
Wow.
1084
00:49:14,647 --> 00:49:16,997
There's nothing in here
that makes you think
this is a McDonald's...
1085
00:49:17,084 --> 00:49:18,781
I'd like to get
a southern-style chicken.
1086
00:49:18,868 --> 00:49:20,653
...except for the way it smells
1087
00:49:20,740 --> 00:49:22,698
and the fact that it says, like,
"I'm lovin' it" on the wall.
1088
00:49:24,352 --> 00:49:25,397
Thank you very much.
1089
00:49:25,484 --> 00:49:26,789
Mmm.
1090
00:49:26,876 --> 00:49:27,834
All right, guys.
1091
00:49:27,921 --> 00:49:29,140
Here's the goods.
1092
00:49:29,227 --> 00:49:30,358
So let's take a look.
1093
00:49:31,533 --> 00:49:32,708
OK. Are we ready?
1094
00:49:32,795 --> 00:49:34,275
-Let's do it.
-Let's go.
1095
00:49:34,362 --> 00:49:35,581
Enjoy.
1096
00:49:42,066 --> 00:49:44,459
Glad to know some things
haven't changed in 12 years.
1097
00:49:44,546 --> 00:49:45,939
Oh, whoo.
1098
00:49:46,026 --> 00:49:48,028
I'm having like...
1099
00:49:48,115 --> 00:49:49,638
McPTSD.
1100
00:49:51,162 --> 00:49:52,293
Whoo.
1101
00:49:52,380 --> 00:49:53,729
This looks very different.
1102
00:49:53,816 --> 00:49:55,079
This...
1103
00:49:55,166 --> 00:49:57,516
tastes just as bad.
1104
00:49:57,603 --> 00:49:59,692
OK, remember when they used
to have Styrofoam containers?
1105
00:49:59,779 --> 00:50:01,476
Now they've got these.
1106
00:50:01,563 --> 00:50:03,913
That gives you the sense of,
like, minimal processing.
1107
00:50:04,001 --> 00:50:05,393
Yeah, it's very green-looking.
1108
00:50:05,480 --> 00:50:07,874
This sandwich is called,
you know, artisan.
1109
00:50:07,961 --> 00:50:10,485
If you talked to a true artisan
and showed them this...
1110
00:50:10,572 --> 00:50:11,965
Here, let's take a look.
1111
00:50:13,575 --> 00:50:15,534
It's not like they have
artisan staff back there
1112
00:50:15,621 --> 00:50:17,188
and then regular staff.
1113
00:50:17,275 --> 00:50:18,667
One guy makes
that sandwich all day.
1114
00:50:18,754 --> 00:50:20,060
It's made by our artisan.
1115
00:50:21,975 --> 00:50:24,064
So then this idea of, like,
the simpler the better.
1116
00:50:24,151 --> 00:50:27,763
They're able to kind of create
this health halo around the food
1117
00:50:27,850 --> 00:50:29,287
by calling it simple.
1118
00:50:29,374 --> 00:50:30,940
And you realize
it doesn't mean anything.
1119
00:50:31,028 --> 00:50:33,378
And look at this chicken.
It's like a super nugget.
1120
00:50:33,465 --> 00:50:35,075
That's amazing.
1121
00:50:35,162 --> 00:50:37,773
But also, you gotta love
the fresh cracked eggs.
1122
00:50:37,860 --> 00:50:39,471
Cracked fresh in our kitchen...
1123
00:50:39,558 --> 00:50:40,820
with two hands.
1124
00:50:40,907 --> 00:50:42,169
I feel better already.
1125
00:50:42,256 --> 00:50:43,997
You know, it's like
the bare minimum
1126
00:50:44,084 --> 00:50:46,652
becomes the height of, like,
look at what we've done.
1127
00:50:46,739 --> 00:50:48,480
-They said they've heard me.
-Yes.
1128
00:50:48,567 --> 00:50:50,743
-"We've heard you."
-Literally talking about you.
1129
00:50:50,830 --> 00:50:53,876
We've heard you, Spurlock,
and now look what we've done.
1130
00:50:53,963 --> 00:50:55,356
We made a tri-fold brochure.
1131
00:50:57,054 --> 00:50:58,925
So it's like when you see
a word like artisan,
1132
00:50:59,012 --> 00:51:00,231
fresh cracked egg,
1133
00:51:00,318 --> 00:51:02,276
the simpler the better,
1134
00:51:02,363 --> 00:51:05,062
and you just even begin to ask,
"What do they mean by that?"
1135
00:51:05,149 --> 00:51:09,240
It just quickly falls apart
and becomes humorous.
1136
00:51:09,327 --> 00:51:11,720
- Got it.
- Let's go
to the next spot.
1137
00:51:11,807 --> 00:51:14,462
Oh. Whoo.
1138
00:51:14,549 --> 00:51:16,160
- What's next?
- Here we go!
1139
00:51:16,247 --> 00:51:17,683
Chipotle.
1140
00:51:17,770 --> 00:51:19,032
These guys do it better
than anyone.
1141
00:51:19,119 --> 00:51:20,468
It's really simple,
raw ingredients.
1142
00:51:20,555 --> 00:51:22,209
You're gonna see a lot
of handwriting,
1143
00:51:22,296 --> 00:51:24,690
telling the story of where
your food comes from.
1144
00:51:24,777 --> 00:51:27,388
Well, that chip was probably
cut, fried, and finished
with a squeeze of lime.
1145
00:51:27,475 --> 00:51:31,610
Maybe those salty
little imperfections
aren't for you, buddy.
1146
00:51:31,697 --> 00:51:34,569
What do they do to make that
guacamole so radioactive green?
1147
00:51:34,656 --> 00:51:37,094
Nothing, man, it's natural.
It's right there on the cup.
1148
00:51:37,181 --> 00:51:40,401
And it's that hand-lettered
font to give you that
handmade artisanal feel,
1149
00:51:40,488 --> 00:51:42,708
so that you feel better
about what you're eating.
1150
00:51:42,795 --> 00:51:45,711
-Mmm.
-Regardless of the astronomic
calorie counts.
1151
00:51:45,798 --> 00:51:49,932
"As they say in the old country,
treat thyself. Chipotle."
1152
00:51:52,283 --> 00:51:53,893
-Panera.
-Panera.
1153
00:51:53,980 --> 00:51:55,808
So Morgan, as we go in here,
1154
00:51:55,895 --> 00:51:58,115
we encourage you just
to pay attention to everything.
1155
00:51:58,202 --> 00:52:00,813
Every piece is gonna
be something you're gonna
want to think about, too.
1156
00:52:00,900 --> 00:52:03,642
Van Gogh bread, Dali bread.
1157
00:52:04,556 --> 00:52:05,687
The walls, the colors.
1158
00:52:05,774 --> 00:52:07,385
Very orange.
1159
00:52:07,472 --> 00:52:08,995
The orange is about
vibrancy and energy.
1160
00:52:09,082 --> 00:52:11,345
Green, you're not just
eating natural food.
1161
00:52:11,432 --> 00:52:13,173
There's chips here,
there's cookies...
1162
00:52:13,260 --> 00:52:16,045
but you're in this comfortable,
green, sustainable space.
1163
00:52:16,133 --> 00:52:19,701
And you can see
their mission statement
for everyone in here to read.
1164
00:52:19,788 --> 00:52:21,964
-It's, uh, food as it should be.
- Got it.
1165
00:52:22,051 --> 00:52:24,793
Or, Morgan, you could just
do something like a word wall.
1166
00:52:24,880 --> 00:52:26,186
Words smashed together.
1167
00:52:26,273 --> 00:52:27,622
They don't have
to mean anything.
1168
00:52:27,709 --> 00:52:29,537
-Quality.
-Services.
1169
00:52:29,624 --> 00:52:31,539
-Col. Sanders.
-Chicken.
1170
00:52:31,626 --> 00:52:33,150
Boston Market.
1171
00:52:33,237 --> 00:52:35,369
You know, here we got
photographs of the farm.
1172
00:52:35,456 --> 00:52:37,893
You want to feel like
your food came from a farm
1173
00:52:37,980 --> 00:52:39,504
and a farm that looks like that.
1174
00:52:39,591 --> 00:52:41,070
I know what
a chicken farm looks like
1175
00:52:41,158 --> 00:52:42,811
and that looks nothing like one.
1176
00:52:42,898 --> 00:52:45,118
Whether or not this is
the actual farm, who knows?
1177
00:52:45,205 --> 00:52:46,467
Yeah.
1178
00:52:46,554 --> 00:52:48,469
Subway. Eat Fresh.
1179
00:52:48,556 --> 00:52:51,211
These guys were the first ones
to actually show you vegetables.
1180
00:52:51,298 --> 00:52:54,475
Providing this healthy halo
to the unhealthy items
right next to it.
1181
00:52:54,562 --> 00:52:56,651
So I'm gonna get
the Oven Roasted Chicken,
1182
00:52:56,738 --> 00:52:59,915
or I'm gonna get the 1220
calorie Chicken Bacon
Ranch Melt.
1183
00:53:00,002 --> 00:53:02,440
But you're gonna
feel better about that...
1184
00:53:02,527 --> 00:53:04,746
because you're nestled
in a salad, right there.
1185
00:53:06,444 --> 00:53:09,055
And your brain
doesn't expect more.
1186
00:53:09,142 --> 00:53:10,448
That's right.
1187
00:53:10,535 --> 00:53:12,363
I've got the Oven Roasted
Chicken Sandwich
1188
00:53:12,450 --> 00:53:14,800
but you can see I've
actually got grill marks,
1189
00:53:14,887 --> 00:53:16,584
even though it's from an oven.
1190
00:53:16,671 --> 00:53:19,065
-But somewhere it was "grilled."
-Artificial grill marks.
1191
00:53:19,152 --> 00:53:21,981
That's something that's
been used in the industry
for a long time.
1192
00:53:22,068 --> 00:53:25,158
So despite there being
fake grill marks on there,
I think it's better for me.
1193
00:53:25,245 --> 00:53:27,943
-Absolutely.
-That's amazing.
1194
00:53:28,030 --> 00:53:31,643
When it comes to truly
washing oneself in the vast
green glow of healthy-ish...
1195
00:53:31,730 --> 00:53:33,819
- Wendy's.
- Yeah, here we are.
1196
00:53:33,906 --> 00:53:36,343
...Wendy's takes
the gluten-free cake.
1197
00:53:36,430 --> 00:53:38,519
-Welcome to real.
-It's real.
1198
00:53:38,606 --> 00:53:41,043
We're not gonna
serve you virtual food.
You will have real food.
1199
00:53:41,130 --> 00:53:44,003
So I'm counting at least four
different types of wood grain.
1200
00:53:44,090 --> 00:53:46,484
My favorite thing in this place
is the glass grass.
1201
00:53:46,571 --> 00:53:48,225
I mean, it screams natural.
1202
00:53:48,312 --> 00:53:50,314
All the messaging
that's on this tray liner.
1203
00:53:50,401 --> 00:53:52,490
-Because it's different.
-Raised on ranches.
1204
00:53:52,577 --> 00:53:54,361
All-all cows
are raised on ranches.
1205
00:53:54,448 --> 00:53:56,537
Right.
With the bakery-style bun.
1206
00:53:56,624 --> 00:54:01,107
Does this bun look
any different to you
than it did ten years ago?
1207
00:54:01,194 --> 00:54:04,937
No, but do I think that because
of the cues that are happening
in this restaurant,
1208
00:54:05,024 --> 00:54:06,721
this is suddenly better for me?
1209
00:54:06,808 --> 00:54:08,680
-Yes.
-It's up there nestled
between salads.
1210
00:54:08,767 --> 00:54:10,203
How could it not
be better for me?
1211
00:54:10,290 --> 00:54:12,814
You're actually having
a health halo...
1212
00:54:12,901 --> 00:54:14,903
-Experience.
-Yeah.
1213
00:54:14,990 --> 00:54:18,603
You can't fault a brand
for trying to say
the best thing possible,
1214
00:54:18,690 --> 00:54:21,345
but when you're doing
all of it to give people
1215
00:54:21,432 --> 00:54:24,043
a false impression
of what you really are...
1216
00:54:24,130 --> 00:54:25,914
Yeah, from the Baconator.
1217
00:54:26,001 --> 00:54:27,525
You've crossed a line
and you're deceiving people.
1218
00:54:27,612 --> 00:54:29,831
-You think you're eating that...
-Yeah.
1219
00:54:29,918 --> 00:54:31,703
But you're eating
the shitty thing in your hand.
1220
00:54:31,790 --> 00:54:33,792
Right. Just keep your eyes
on this while you--
1221
00:54:38,797 --> 00:54:41,452
So, when consumers go
into a fast-food restaurant,
1222
00:54:41,539 --> 00:54:45,107
thinking that the food is
actually healthier than it is,
1223
00:54:45,194 --> 00:54:46,892
what are the dangers of that?
1224
00:54:46,979 --> 00:54:48,937
I can eat everything I want!
1225
00:54:49,024 --> 00:54:50,809
As much as I want!
1226
00:54:50,896 --> 00:54:53,551
And I'll be just fine
and the calories won't count.
1227
00:54:53,638 --> 00:54:54,726
Not the case.
1228
00:54:54,813 --> 00:54:57,032
Unfortunately, no.
1229
00:54:57,119 --> 00:55:00,601
I mean, what you
care about is the calories,
the salt, and the sugar.
1230
00:55:00,688 --> 00:55:02,299
And those mostly
haven't changed.
1231
00:55:02,386 --> 00:55:03,952
Right.
1232
00:55:04,039 --> 00:55:07,652
If you show people two
of the exact same food,
1233
00:55:07,739 --> 00:55:11,046
and you label one as green
and the other one as not green,
1234
00:55:11,133 --> 00:55:13,353
they think the green one
has fewer calories.
1235
00:55:13,440 --> 00:55:15,877
-Yeah.
-Those studies have been done.
1236
00:55:15,964 --> 00:55:21,840
And the food companies are
counting on human behavior
1237
00:55:21,927 --> 00:55:23,929
to increase the sales.
1238
00:55:24,016 --> 00:55:28,325
And if people will
buy more because there
are salads there.
1239
00:55:28,412 --> 00:55:30,414
-Mm-hmm.
-They'll put salads there.
1240
00:55:30,501 --> 00:55:35,114
-Yes.
-It's their job to sell
as much product as possible,
1241
00:55:35,201 --> 00:55:37,508
maximize shareholder value,
1242
00:55:37,595 --> 00:55:40,902
and please Wall Street
with growth every 90 days.
1243
00:55:40,989 --> 00:55:43,427
That's their job.
1244
00:55:43,514 --> 00:55:46,865
What if there was a company
that was completely honest
with their customers?
1245
00:55:47,953 --> 00:55:49,607
Well, why would they do that?
1246
00:56:01,488 --> 00:56:03,447
- Look at it.
- Here we go.
1247
00:56:04,491 --> 00:56:06,841
-It's a Wendy's.
-It's real.
1248
00:56:06,928 --> 00:56:09,844
- Looks
strangely familiar.
- Yeah?
1249
00:56:09,931 --> 00:56:12,499
And I got the magic key.
1250
00:56:14,196 --> 00:56:16,808
-All right.
-Ooh, yeah.
1251
00:56:16,895 --> 00:56:19,071
- Wow.
-I'll turn on the lights.
1252
00:56:20,681 --> 00:56:22,988
This doesn't
look dangerous at all.
1253
00:56:23,075 --> 00:56:24,468
Look at this thing.
1254
00:56:24,555 --> 00:56:26,513
See the mouse trap
down at the bottom?
1255
00:56:27,079 --> 00:56:28,820
All mine.
1256
00:56:28,907 --> 00:56:32,084
Um, all right. Let's just start
flipping and see what happens.
1257
00:56:35,957 --> 00:56:38,307
-No?
-No, nothing. Keep
doing that, thought.
1258
00:56:44,357 --> 00:56:46,315
- Hey!
1259
00:56:46,403 --> 00:56:47,926
We're on--we're in business.
1260
00:56:49,841 --> 00:56:52,800
Hey, wow, it's even
better in the light.
1261
00:56:52,887 --> 00:56:55,324
Welcome to your
fluorescent-lit restaurant.
1262
00:56:58,632 --> 00:57:00,547
Let's take this baby over.
1263
00:57:01,592 --> 00:57:03,376
American dream, right here.
1264
00:57:03,463 --> 00:57:04,638
American dream.
1265
00:57:06,074 --> 00:57:07,511
There are so many possibilities.
1266
00:57:07,598 --> 00:57:09,164
Like, will you just look
at the wall space.
1267
00:57:09,251 --> 00:57:11,776
This wall, it's
your entrance, right?
1268
00:57:11,863 --> 00:57:13,734
So have a kind of a--our story.
1269
00:57:13,821 --> 00:57:15,823
I love the little nooks.
I love the windows.
1270
00:57:15,910 --> 00:57:17,738
-Bringing the nature in.
-Yeah.
1271
00:57:17,825 --> 00:57:19,436
The traffic going by.
1272
00:57:21,916 --> 00:57:23,962
Good propaganda space,
right here.
1273
00:57:24,049 --> 00:57:26,312
That's right.
Chicken farmer hall of fame.
1274
00:57:26,399 --> 00:57:29,141
We're gonna have lines,
and I almost feel we just
want to keep that.
1275
00:57:29,228 --> 00:57:31,186
Definitely like the corral.
1276
00:57:31,273 --> 00:57:34,363
We have a fryer here,
where we'll fry the chicken.
1277
00:57:35,147 --> 00:57:36,322
That's local water.
1278
00:57:36,409 --> 00:57:37,889
-Artisanal city water.
-Yeah.
1279
00:57:37,976 --> 00:57:40,413
I love this; small meat;
large meat.
1280
00:57:42,415 --> 00:57:44,069
I love that it's an old Wendy's.
1281
00:57:44,156 --> 00:57:47,115
We do need to think through
our loyalty program.
1282
00:57:47,202 --> 00:57:48,465
Next!
1283
00:57:49,509 --> 00:57:51,511
I like it.
1284
00:57:56,560 --> 00:58:00,477
♪ With a little bit of chicks
in the chicken coop, ♪
1285
00:58:00,564 --> 00:58:03,262
♪ Picking crumbs off the floor ♪
1286
00:58:03,349 --> 00:58:06,657
♪ So who'd suspect
a thing from us ♪
1287
00:58:06,744 --> 00:58:09,311
♪ When we chicken walk
across the floor? ♪
1288
00:58:09,398 --> 00:58:12,924
♪ When the farmer comes
every morning to feed ♪
1289
00:58:13,011 --> 00:58:16,057
♪ Ain't nothing
that we want more ♪
1290
00:58:16,144 --> 00:58:18,756
♪ But every night
that farmer comes down... ♪
1291
00:58:18,843 --> 00:58:20,714
Here we are.
1292
00:58:20,801 --> 00:58:22,237
Let's go to work.
1293
00:58:23,543 --> 00:58:25,545
Morning. How we doing?
1294
00:58:30,811 --> 00:58:32,813
Look like you growed
some behemoths.
1295
00:58:32,900 --> 00:58:34,902
I can't believe
how big they are.
1296
00:58:34,989 --> 00:58:36,904
Should we weigh a couple?
See how they're doing?
1297
00:58:36,991 --> 00:58:37,992
Yeah.
1298
00:58:40,299 --> 00:58:41,953
-Six one.
-Six one.
1299
00:58:42,040 --> 00:58:44,042
-That's a big bird.
-Come on, buddy.
1300
00:58:44,129 --> 00:58:46,697
Six pounds and one
ounce might not seem like a lot.
1301
00:58:46,784 --> 00:58:49,003
That is until you get
a better perspective.
1302
00:58:49,090 --> 00:58:52,441
You see, if we humans
grew at the same rate
as the modern-day broiler,
1303
00:58:52,529 --> 00:58:57,359
a two-month-old baby
would weigh in at
a whopping 660 pounds.
1304
00:58:57,446 --> 00:58:59,057
That... is a big boy.
1305
00:58:59,144 --> 00:59:01,015
When they sent over
my Ross 308 chicks,
1306
00:59:01,102 --> 00:59:03,235
they sent over a little,
small white chicken.
1307
00:59:03,322 --> 00:59:06,978
But as these have grown,
this one didn't grow.
1308
00:59:08,414 --> 00:59:10,590
He was right out here
a second ago.
1309
00:59:10,677 --> 00:59:12,287
Here he is. He's fast.
1310
00:59:12,374 --> 00:59:13,898
He's like a road runner.
1311
00:59:15,421 --> 00:59:16,727
Now, that was impressive.
1312
00:59:16,814 --> 00:59:19,599
Come here, big boy.
There you go.
1313
00:59:19,686 --> 00:59:22,036
This chicken,
just like God made him.
1314
00:59:22,123 --> 00:59:23,516
That chicken--
1315
00:59:23,603 --> 00:59:25,692
-Just like Dr. God made him.
-Yes.
1316
00:59:25,779 --> 00:59:27,912
And you can see
he's gonna keep growing
like a normal chicken.
1317
00:59:27,999 --> 00:59:30,305
And this is how big my
Schwarzenegger chickens
1318
00:59:30,392 --> 00:59:32,394
have been bred to grow.
1319
00:59:32,481 --> 00:59:34,745
Six times the size.
1320
00:59:34,832 --> 00:59:37,051
They'll get up
and move a little bit
and then they'll just drop.
1321
00:59:37,138 --> 00:59:39,663
But that kind of rapid growth
has come at a heavy cost
1322
00:59:39,750 --> 00:59:41,316
for some of my birds.
1323
00:59:41,403 --> 00:59:43,449
Here we got three dead birds,
right here.
1324
00:59:43,536 --> 00:59:46,104
They're starting
to have heart attacks
because they're so big.
1325
00:59:46,191 --> 00:59:47,279
There's one.
1326
00:59:47,366 --> 00:59:48,846
Let's keep looking.
1327
00:59:48,933 --> 00:59:50,238
Here's another one.
1328
00:59:50,325 --> 00:59:51,979
This one got his leg
up in the air.
1329
00:59:52,066 --> 00:59:53,981
-Probably had a heart attack.
-He's even stiff.
1330
00:59:54,068 --> 00:59:55,809
Like, rigor mortis has set in.
1331
00:59:56,723 --> 00:59:58,551
There's another dead one.
1332
00:59:58,638 --> 01:00:00,988
A lot of chickens, when they're
growing really fast,
1333
01:00:01,075 --> 01:00:02,990
they'll form a fluid around
the heart, and they'll die
with a heart attack.
1334
01:00:03,077 --> 01:00:05,514
If they weren't having any
heart attacks, we'd say,
1335
01:00:05,602 --> 01:00:08,169
well, they're not growing too
fast, there's something wrong.
1336
01:00:08,256 --> 01:00:11,172
It's not often you hear,
they're doing well so they're
having heart attacks.
1337
01:00:11,259 --> 01:00:12,609
Right.
1338
01:00:12,696 --> 01:00:14,349
Which is a good thing
in chickens.
1339
01:00:14,436 --> 01:00:15,960
See, bigger is better.
1340
01:00:16,047 --> 01:00:17,831
-It's the American way.
-Bigger is better.
1341
01:00:21,618 --> 01:00:26,318
As with any bird
that is supposed to grow,
you know, so fast,
1342
01:00:26,405 --> 01:00:29,364
-Yeah.
-You can have a lot of problems
with their growing.
1343
01:00:30,539 --> 01:00:31,802
You can have obesity.
1344
01:00:31,889 --> 01:00:33,107
Bone issues.
1345
01:00:33,194 --> 01:00:34,239
Sudden death syndrome.
1346
01:00:34,326 --> 01:00:35,327
Heart attacks.
1347
01:00:35,414 --> 01:00:36,415
Gumboro disease.
1348
01:00:36,502 --> 01:00:37,808
Newcastle disease.
1349
01:00:37,895 --> 01:00:39,679
Salmonella,
infectious Bronchitis.
1350
01:00:39,766 --> 01:00:41,159
Mycoplasmosis.
1351
01:00:41,246 --> 01:00:42,769
Many different
strains of E. coli.
1352
01:00:42,856 --> 01:00:44,423
Campylobacteriosis.
1353
01:00:44,510 --> 01:00:45,816
Pasturellosis.
1354
01:00:45,903 --> 01:00:47,339
Or green muscle disease.
1355
01:00:47,426 --> 01:00:49,776
- That is so wrong.
1356
01:00:49,863 --> 01:00:51,560
So, where should we start?
1357
01:00:51,648 --> 01:00:53,998
Well, I would like
to start with an autopsy.
1358
01:00:54,085 --> 01:00:55,608
OK.
1359
01:00:58,698 --> 01:01:01,005
Here is your sample
of mortality, right?
1360
01:01:01,092 --> 01:01:02,310
Yes. OK.
1361
01:01:02,397 --> 01:01:04,486
Oh, let me tie you up.
1362
01:01:04,573 --> 01:01:07,359
My chicken necropsy kit.
1363
01:01:09,448 --> 01:01:11,102
OK, chicken.
1364
01:01:11,189 --> 01:01:14,627
This checks
for salmonella or E. coli.
1365
01:01:17,151 --> 01:01:18,979
This is the breast muscle,
right.
1366
01:01:20,328 --> 01:01:22,504
Now, this is a very large bird.
1367
01:01:22,591 --> 01:01:25,464
They're nice, white,
plump, and juicy.
1368
01:01:25,551 --> 01:01:28,336
All of these birds are very
large and well-fleshed.
1369
01:01:28,423 --> 01:01:32,166
Oh. Routinely these hip joints
in these chickens are necrosed,
1370
01:01:32,253 --> 01:01:34,212
one of the emerging
diseases that came up
1371
01:01:34,299 --> 01:01:36,823
when these birds
started getting so large.
1372
01:01:36,910 --> 01:01:38,564
Sometimes it breaks totally.
1373
01:01:38,651 --> 01:01:40,305
-Other times...
-It pops off.
1374
01:01:40,392 --> 01:01:42,220
Yeah, it just pops right off.
1375
01:01:42,307 --> 01:01:44,222
-Here we do have a little curve.
-Mm-hmm.
1376
01:01:44,309 --> 01:01:47,616
That could be potentially
linked to the weight
of the bird.
1377
01:01:47,704 --> 01:01:50,184
This bone is brittle,
it fractured.
1378
01:01:50,271 --> 01:01:51,925
They just can't
support themselves.
1379
01:01:52,012 --> 01:01:54,754
Exactly. So this is
a common thing.
1380
01:01:54,841 --> 01:01:57,714
I see it a lot
in these larger birds.
1381
01:01:57,801 --> 01:02:00,194
-Would that have
caused its death?
-No.
1382
01:02:00,281 --> 01:02:02,501
Oh, why did you die?
1383
01:02:02,588 --> 01:02:04,111
Now we're going to open it up.
1384
01:02:04,198 --> 01:02:07,419
Let me get
my coracoids' crunchers.
1385
01:02:10,204 --> 01:02:12,380
OK.
1386
01:02:12,467 --> 01:02:15,296
-The heart muscle
seems to have failed.
-OK.
1387
01:02:15,383 --> 01:02:18,169
It's just a normal thing,
pretty much run-of-the-mill.
1388
01:02:18,256 --> 01:02:20,954
This is very much something
you only see in these types
of bred chickens.
1389
01:02:21,041 --> 01:02:22,390
-Yes.
-Yeah.
1390
01:02:22,477 --> 01:02:24,088
They're growing really,
really fast.
1391
01:02:24,175 --> 01:02:26,003
-So it puts a strain
on the heart.
-OK.
1392
01:02:26,090 --> 01:02:28,222
But I think you've got
a pretty healthy flock, here.
1393
01:02:28,309 --> 01:02:29,963
They're going to be safe to eat.
1394
01:02:30,050 --> 01:02:31,922
I'm facing the same thing
everybody else does.
1395
01:02:32,009 --> 01:02:33,488
-Yes.
-Yeah.
1396
01:02:41,453 --> 01:02:43,716
So I just got a letter
sent to my office
1397
01:02:43,803 --> 01:02:47,502
and I'm just gonna read it
to you because it's
pretty unbelievable.
1398
01:02:47,589 --> 01:02:50,418
"Good morning
State Poultry Federation Reps,
1399
01:02:50,505 --> 01:02:54,074
I wanted to make you aware
that Morgan Spurlock
from "Supersize Me"
1400
01:02:54,161 --> 01:02:56,250
is working on a documentary
1401
01:02:56,337 --> 01:02:58,775
with a working title
of 'Chicken.'
1402
01:02:58,862 --> 01:03:01,386
He's been calling companies
with vague inquiries
1403
01:03:01,473 --> 01:03:04,084
about what it takes
to become a grower.
1404
01:03:04,171 --> 01:03:06,565
Spurlock has also reached out
to bank lenders
1405
01:03:06,652 --> 01:03:07,914
trying to get information.
1406
01:03:08,001 --> 01:03:09,611
Recently, one lender mentioned
1407
01:03:09,698 --> 01:03:12,005
that Spurlock was looking
to get a chicken farm
1408
01:03:12,092 --> 01:03:13,920
calling from a New York number.
1409
01:03:14,007 --> 01:03:15,835
The lender asked if
he was the filmmaker,
1410
01:03:15,922 --> 01:03:18,533
and his reply
'yes, and a chicken farmer.'"
1411
01:03:18,620 --> 01:03:20,840
Are you a filmmaker?
1412
01:03:20,927 --> 01:03:23,364
Am I a filmmaker?
Yeah, and a chicken farmer.
1413
01:03:25,540 --> 01:03:27,325
Then it goes on to say,
"It is unclear
1414
01:03:27,412 --> 01:03:30,023
if he is working with
any activist or other groups.
1415
01:03:30,110 --> 01:03:32,504
We will keep you apprised
of any new developments
1416
01:03:32,591 --> 01:03:35,724
but wanted to make sure
you were aware and alert.
1417
01:03:35,812 --> 01:03:38,989
If you have any further
information or know people
who have been contacted,
1418
01:03:39,076 --> 01:03:40,251
please let me know.
1419
01:03:40,338 --> 01:03:42,557
Thank you, Thomas Super,
1420
01:03:42,644 --> 01:03:44,908
Senior Vice President
Communications
the National Chicken Council."
1421
01:03:44,995 --> 01:03:48,650
Now, the National Chicken
Council is the big lobby group
for Big Chicken.
1422
01:03:48,737 --> 01:03:51,392
Like, every Big Chicken company
gives money to them
1423
01:03:51,479 --> 01:03:55,527
to kind of help them lobby
on behalf of their interests
in Washington and beyond.
1424
01:03:55,614 --> 01:03:58,878
And so, the reps hand-deliver
these letters to the farmers,
1425
01:03:58,965 --> 01:04:00,575
and that's how I got it.
1426
01:04:00,662 --> 01:04:03,100
A farmer read the letter,
saw my phone number,
1427
01:04:03,187 --> 01:04:06,190
and called, and the farmer said,
"Listen, it says here you're
looking to buy a farm.
1428
01:04:06,277 --> 01:04:08,235
We're struggling, we're trying
to make ends meet.
1429
01:04:08,322 --> 01:04:10,194
If you want to buy one,
buy mine."
1430
01:04:11,717 --> 01:04:13,458
It's all so bizarre.
1431
01:04:13,545 --> 01:04:15,895
The fact that all these
companies are colluding together
1432
01:04:15,982 --> 01:04:17,897
to kind of talk to
the National Chicken Council
1433
01:04:17,984 --> 01:04:21,553
to kind of block me
from talking to farmers,
1434
01:04:21,640 --> 01:04:24,121
to growers,
to getting chickens, to banks.
1435
01:04:24,208 --> 01:04:27,646
It's like, you have to ask
yourself, what are they
trying to hide?
1436
01:04:29,822 --> 01:04:33,478
I call, basically, the chicken
industry one large mafia.
1437
01:04:33,565 --> 01:04:35,088
-Yeah?
-Myself.
1438
01:04:35,175 --> 01:04:36,916
There's even the possibility
1439
01:04:37,003 --> 01:04:39,005
they're gonna retaliate
against me for speaking out.
1440
01:04:40,441 --> 01:04:41,616
Thank you.
1441
01:04:41,703 --> 01:04:43,053
'Cause they don't want anybody
1442
01:04:43,140 --> 01:04:45,011
telling about what's
actually going on
1443
01:04:45,098 --> 01:04:46,534
inside the chicken companies.
1444
01:04:46,621 --> 01:04:48,797
Yeah, explain to me,
what do we not know?
1445
01:04:48,885 --> 01:04:53,411
What do I, as a consumer,
not understand about
the chicken business?
1446
01:04:53,498 --> 01:04:56,022
I don't think a consumer
understands anything about it
1447
01:04:56,109 --> 01:04:58,372
other than what they see
in a grocery store.
1448
01:04:58,459 --> 01:05:00,374
Mm-hmm. I see a chicken
that I get to buy,
1449
01:05:00,461 --> 01:05:02,028
and I get to take home,
and that's it.
1450
01:05:02,115 --> 01:05:05,640
That's right. That's all
you see. You don't see...
1451
01:05:05,727 --> 01:05:08,643
maybe, how sick
those chickens were
1452
01:05:08,730 --> 01:05:10,776
at times. You don't see...
1453
01:05:10,863 --> 01:05:13,605
-how mistreated the farmer is.
-Yeah.
1454
01:05:13,692 --> 01:05:16,390
We used to get paid,
just like, so much a pound.
1455
01:05:16,477 --> 01:05:19,872
-Yeah.
-And everybody basically
made the same.
1456
01:05:19,959 --> 01:05:21,874
Now, the way that they
pay the chicken farmer,
1457
01:05:21,961 --> 01:05:24,398
they have him competing
against other farmers.
1458
01:05:24,485 --> 01:05:25,834
Right.
1459
01:05:25,922 --> 01:05:27,488
The grower that
has the best bird,
1460
01:05:27,575 --> 01:05:29,403
-he gets the top pay.
-OK.
1461
01:05:29,490 --> 01:05:31,971
And from the top pay
to the bottom pay...
1462
01:05:33,277 --> 01:05:35,801
is a lot of money.
1463
01:05:35,888 --> 01:05:37,324
-Wow.
-Yeah.
1464
01:05:37,411 --> 01:05:39,370
This is called
the tournament system.
1465
01:05:39,457 --> 01:05:42,199
The tournament system is
a merit-based competition
1466
01:05:42,286 --> 01:05:44,766
that pits farmers like Jonathan
against other growers.
1467
01:05:44,853 --> 01:05:46,725
It works like this.
1468
01:05:46,812 --> 01:05:49,684
Each farmer's performance is
ranked according to a formula
1469
01:05:49,771 --> 01:05:52,687
which factors in things like
how much the birds weigh,
1470
01:05:52,774 --> 01:05:53,819
how much they eat,
1471
01:05:53,906 --> 01:05:55,386
and how many total chickens
1472
01:05:55,473 --> 01:05:57,083
actually made it to slaughter.
1473
01:05:57,170 --> 01:05:59,129
Big Chicken makes
the farmers compete
1474
01:05:59,216 --> 01:06:01,740
for a set amount
of the chicken pot pie.
1475
01:06:01,827 --> 01:06:05,439
And farmers who perform
well earn more money
per pound of chicken.
1476
01:06:05,526 --> 01:06:08,442
Farmers performing poorly
earn less.
1477
01:06:08,529 --> 01:06:11,968
But here's where farmers
think it becomes unfair.
1478
01:06:12,055 --> 01:06:16,581
Remember, Big Chicken
dictates every aspect of how
the chicks are grown.
1479
01:06:16,668 --> 01:06:19,540
So if you get a flock
of sick birds, doesn't matter.
1480
01:06:19,627 --> 01:06:21,368
If the company
ships female chicks
1481
01:06:21,455 --> 01:06:23,805
that don't grow
very big, tough luck.
1482
01:06:23,892 --> 01:06:26,765
If your birds won't eat
the stale feed
they're delivered,
1483
01:06:26,852 --> 01:06:28,810
well, that's just too bad.
1484
01:06:28,897 --> 01:06:30,987
So there's technically
competition,
1485
01:06:31,074 --> 01:06:36,427
but to farmers like Jonathan,
the whole system
just feels rigged.
1486
01:06:36,514 --> 01:06:38,690
I hate the tournament
system. It's terrible.
1487
01:06:38,777 --> 01:06:41,214
They figured out a legal way of
stealing from people.
1488
01:06:41,301 --> 01:06:43,129
-Right.
-And making them more money.
1489
01:06:43,216 --> 01:06:44,957
But the arguments
from the industry will be,
1490
01:06:45,044 --> 01:06:47,481
we live in a capitalistic
society, you know?
1491
01:06:47,568 --> 01:06:49,527
We're a business, we're
supposed to make money.
1492
01:06:49,614 --> 01:06:52,051
So from their standpoint,
and they say listen,
1493
01:06:52,138 --> 01:06:54,271
we're just trying to make
as much money as we can.
What's wrong with that?
1494
01:06:54,358 --> 01:06:57,926
Well, there's not
anything wrong with making
as much money as you can
1495
01:06:58,014 --> 01:06:59,972
unless you're doing harm
somewhere else.
1496
01:07:00,059 --> 01:07:02,453
And they're doing harm
somewhere else.
1497
01:07:02,540 --> 01:07:05,586
-Yeah.
-If you are on the bottom
in this ranking system,
1498
01:07:05,673 --> 01:07:09,503
there's not enough money
to pay your payments, your
electric bills and all that.
1499
01:07:09,590 --> 01:07:12,941
And too many times
I've seen a young farmer
borrow all this money
1500
01:07:13,029 --> 01:07:14,726
then lose everything he's got.
1501
01:07:15,640 --> 01:07:16,989
It's--it's not right.
1502
01:07:17,076 --> 01:07:19,731
-Thank you.
-Nothing we say counts.
1503
01:07:19,818 --> 01:07:23,039
We have no input, no say.
1504
01:07:23,126 --> 01:07:25,650
When you speak out,
what happens when...
1505
01:07:25,737 --> 01:07:28,174
they basically try to punish
you, I guess, in some way?
1506
01:07:28,261 --> 01:07:29,828
With the tournament system,
1507
01:07:29,915 --> 01:07:32,787
it doesn't take much
to go from top to bottom.
1508
01:07:32,874 --> 01:07:35,355
Integrators can manipulate
the paper, the feed,
1509
01:07:35,442 --> 01:07:37,488
actual chicks coming
out of the hatchery.
1510
01:07:37,575 --> 01:07:39,446
They can pick
the bad flocks of chicks,
1511
01:07:39,533 --> 01:07:42,014
bring 'em to your farm,
and you won't do very well.
1512
01:07:42,536 --> 01:07:43,668
Yeah.
1513
01:07:43,755 --> 01:07:45,583
I did a newspaper interview,
1514
01:07:45,670 --> 01:07:48,629
and after the interview,
my pay dropped 5,000 per flock.
1515
01:07:48,716 --> 01:07:51,806
-$5,000 a flock?
-$5,000 a flock.
1516
01:07:51,893 --> 01:07:53,112
They get it in for you...
1517
01:07:54,113 --> 01:07:55,810
they're your worst nightmare.
1518
01:07:59,684 --> 01:08:02,556
The tournament system is used by
all the major chicken companies.
1519
01:08:02,643 --> 01:08:05,255
And according to the
National Chicken Council, quote,
1520
01:08:05,342 --> 01:08:08,127
"Everyone benefits,
including the farmers,
1521
01:08:08,214 --> 01:08:11,913
who are compensated
according to the quality
and care of their chickens."
1522
01:08:12,000 --> 01:08:15,265
They also claim, quote,
"Chicken farmers are happy
1523
01:08:15,352 --> 01:08:20,966
and in many cases feel more
secure in the current system."
1524
01:08:21,053 --> 01:08:24,926
Growers are accusing
Tyson Foods of rigging
the way they are paid.
1525
01:08:25,013 --> 01:08:27,494
Ten farmers sued the company
in Hopkins County,
1526
01:08:27,581 --> 01:08:31,629
claiming a tournament system
used to pay them is being
used against them.
1527
01:08:33,326 --> 01:08:36,808
Can you break down, kind of,
what the--what the claims are?
1528
01:08:36,895 --> 01:08:39,115
What are you guys
claiming in the lawsuit?
1529
01:08:39,202 --> 01:08:42,074
Well, basically,
what we're--what we're saying,
Morgan is that, um...
1530
01:08:42,161 --> 01:08:44,685
the tournament system
is patently unfair.
1531
01:08:44,772 --> 01:08:48,776
-Mm-hmm.
-If you're gonna have growers
compete against each other,
1532
01:08:48,863 --> 01:08:51,170
everybody has to
be treated equally.
1533
01:08:51,257 --> 01:08:53,825
And that's not even close to
what's happening in this case.
1534
01:08:53,912 --> 01:08:55,479
-Yeah.
-More often than not,
1535
01:08:55,566 --> 01:08:58,960
Tyson manipulates
the variables that are used
1536
01:08:59,047 --> 01:09:00,397
to rank these fellas.
1537
01:09:06,272 --> 01:09:08,318
How many houses do you have?
1538
01:09:08,405 --> 01:09:09,928
I've got 52 chicken houses.
1539
01:09:10,015 --> 01:09:12,278
-Fifty-two?
-Yes, sir.
1540
01:09:12,365 --> 01:09:15,020
We'll have one do good,
one'll do bad, one'll do good,
one'll do bad.
1541
01:09:15,107 --> 01:09:16,456
One will stay in the middle.
1542
01:09:16,543 --> 01:09:18,458
It's just a roller coaster.
1543
01:09:18,545 --> 01:09:20,765
You could sell one farmer birds
this week and be number one.
1544
01:09:20,852 --> 01:09:21,983
And then eight weeks later--
1545
01:09:22,070 --> 01:09:23,898
It don't have to be eight weeks.
1546
01:09:23,985 --> 01:09:25,857
You could sell a farmer birds
next week and be dead last.
1547
01:09:25,944 --> 01:09:28,599
So when something like that
happens, what-what changed?
1548
01:09:28,686 --> 01:09:30,296
My water didn't change.
1549
01:09:30,383 --> 01:09:32,080
My settings didn't change.
1550
01:09:32,168 --> 01:09:34,648
My--You know,
we didn't change anything.
1551
01:09:34,735 --> 01:09:37,477
The temperature's the same,
the water consumption's
the same, everything's the same,
1552
01:09:37,564 --> 01:09:40,698
but the only variables
is the chicken and
the feed that you get.
1553
01:09:40,785 --> 01:09:43,309
It's the variables
that you get from Tyson.
1554
01:09:43,396 --> 01:09:45,529
Yeah, so you go from being
a great chicken farmer
to a terrible chicken farmer.
1555
01:09:45,616 --> 01:09:48,793
A-a-and... six months
down the road you can
be out of business.
1556
01:09:48,880 --> 01:09:51,361
We hear the same complaint
1557
01:09:51,448 --> 01:09:54,320
from all these growers,
all across the country.
1558
01:09:54,407 --> 01:09:56,104
They're saying the same thing.
1559
01:09:56,192 --> 01:09:58,150
-Yeah.
-And it tells me...
1560
01:09:58,237 --> 01:10:03,286
that they're a victim of
the same corrupt, rigged system.
1561
01:10:03,373 --> 01:10:07,028
Tyson's got an incentive to
make sure that these guys stay
1562
01:10:07,115 --> 01:10:09,509
-in debt.
-Why?
1563
01:10:09,596 --> 01:10:11,555
Because then they
have control over them.
1564
01:10:11,642 --> 01:10:13,774
They know a man in debt,
you know, is--
1565
01:10:13,861 --> 01:10:17,735
he needs that next
flock of chickens to--
just to survive.
1566
01:10:17,822 --> 01:10:20,607
Did they ask you for anything
in particular when you
get those contracts?
1567
01:10:20,694 --> 01:10:21,782
Yes, sir.
1568
01:10:21,869 --> 01:10:23,306
I've had to put in new heaters
1569
01:10:23,393 --> 01:10:25,003
in order to keep up
with the contract.
1570
01:10:25,090 --> 01:10:27,223
That was about
an $80,000 upgrade.
1571
01:10:27,310 --> 01:10:29,050
-New controllers.
-Yeah.
1572
01:10:29,137 --> 01:10:31,314
New lighting and stuff
when I got my last contract.
1573
01:10:31,401 --> 01:10:33,577
You get barely above the water
and that's where they want you.
1574
01:10:33,664 --> 01:10:36,232
Or you gotta upgrade
for the next contract...
1575
01:10:37,450 --> 01:10:40,366
and--and so
you're back in debt.
1576
01:10:46,459 --> 01:10:48,331
- Thanks for doing this.
-Sure.
1577
01:10:48,418 --> 01:10:51,899
So, um, when did you work
at Tyson and for how long?
1578
01:10:51,986 --> 01:10:55,076
I worked for Tyson Foods
for well over five years.
1579
01:10:55,163 --> 01:10:56,730
I was a field representative.
1580
01:10:56,817 --> 01:11:00,168
I saw several things
that I didn't...
1581
01:11:00,256 --> 01:11:04,260
didn't agree with morally, where
certain growers were treated...
1582
01:11:04,347 --> 01:11:05,913
differently than other growers,
1583
01:11:06,000 --> 01:11:08,916
and I have seen the system
being manipulated.
1584
01:11:09,003 --> 01:11:11,702
What were the incidents
that stand out in your mind?
1585
01:11:11,789 --> 01:11:15,880
Uh, certain supervisors
instructed me to go out
and to make sure
1586
01:11:15,967 --> 01:11:19,057
that I used every
available option I had
1587
01:11:19,144 --> 01:11:22,060
to control
contract grower farms.
1588
01:11:23,757 --> 01:11:26,934
Tyson and other integrators
will force upgrades
1589
01:11:27,021 --> 01:11:30,721
when they're not necessarily
needed as a control mechanism
1590
01:11:30,808 --> 01:11:33,376
to keep people
under their thumb.
1591
01:11:33,463 --> 01:11:36,422
So Tyson purposely
keeps farmers in debt?
1592
01:11:37,902 --> 01:11:42,036
In my opinion,
the debt is encouraged.
1593
01:11:42,123 --> 01:11:45,779
Then why do you believe
Tyson... rigs the system?
1594
01:11:46,780 --> 01:11:48,434
To simply control.
1595
01:11:48,521 --> 01:11:50,218
If you're running a business,
don't you want
1596
01:11:50,306 --> 01:11:52,264
as much control over
that business as you can have?
1597
01:11:55,093 --> 01:11:57,574
One of the greatest things
that we have to sustain
1598
01:11:57,661 --> 01:11:59,532
is our relationship with
our farmers.
1599
01:11:59,619 --> 01:12:01,752
Because without
that relationship
1600
01:12:01,839 --> 01:12:03,536
we don't have a business.
1601
01:12:03,623 --> 01:12:07,323
Our relationship is
the cornerstone of who we are.
1602
01:12:07,410 --> 01:12:10,500
Tyson is controlling
family farmers.
1603
01:12:10,587 --> 01:12:12,589
And that's probably what
hits me the hardest...
1604
01:12:12,676 --> 01:12:14,678
They care about what
they're doing out there.
1605
01:12:14,765 --> 01:12:17,333
It's their house,
it's their livelihood.
1606
01:12:17,420 --> 01:12:19,552
...because they're
in my community.
1607
01:12:19,639 --> 01:12:22,512
These are people that I've
known for multiple years.
1608
01:12:22,599 --> 01:12:25,993
I've known their children.
I've watched some
of their children grow up.
1609
01:12:26,080 --> 01:12:29,562
Our farmer partners are
critical to our success.
1610
01:12:29,649 --> 01:12:33,044
We're critical to their success.
That's their livelihood.
1611
01:12:36,047 --> 01:12:38,615
You know what really
gets under my skin,
1612
01:12:38,702 --> 01:12:41,618
is when I have to watch
a commercial about somebody
1613
01:12:41,705 --> 01:12:45,143
saying how big we're a family
farmer and how much
we support these guys,
1614
01:12:45,230 --> 01:12:46,449
and you really don't do that.
1615
01:12:46,536 --> 01:12:48,015
Don't lie to my face.
1616
01:12:53,107 --> 01:12:55,501
Once you build
that chicken house,
1617
01:12:55,588 --> 01:12:57,808
enter into that agreement,
1618
01:12:57,895 --> 01:12:59,810
then you're trapped
in that system.
1619
01:12:59,897 --> 01:13:02,465
The farmer...
1620
01:13:02,552 --> 01:13:04,815
he's an indentured servant.
1621
01:13:04,902 --> 01:13:07,513
I mean, he owes all
this money and the only way
he can pay it back is
1622
01:13:07,600 --> 01:13:09,080
through growing chickens.
1623
01:13:10,255 --> 01:13:11,430
There have been many...
1624
01:13:12,083 --> 01:13:13,911
uh...
1625
01:13:13,998 --> 01:13:16,087
men and women...
1626
01:13:16,174 --> 01:13:18,176
who have left as broken people.
1627
01:13:19,786 --> 01:13:22,180
It--it's just a vicious cycle.
1628
01:13:22,267 --> 01:13:23,921
They want to keep you enslaved.
1629
01:13:25,836 --> 01:13:28,316
It used to be good, though,
Morgan, it really did.
1630
01:13:28,404 --> 01:13:30,536
Yeah.
1631
01:13:30,623 --> 01:13:33,278
So how much debt are you
carrying right now on 'em,
on all the houses?
1632
01:13:33,365 --> 01:13:36,237
On all the houses, I'd probably
say right around and--
1633
01:13:36,324 --> 01:13:37,587
around $4 million.
1634
01:13:37,674 --> 01:13:39,415
-Four million?
-Yes, sir.
1635
01:13:39,502 --> 01:13:42,809
I mean, I'm carrying...
this corporation on my back.
1636
01:13:42,896 --> 01:13:45,812
along with every other honest,
hardworking family farmer
1637
01:13:45,899 --> 01:13:48,336
in the country
that's growing chickens.
1638
01:13:48,424 --> 01:13:50,600
We're on call 24/7.
1639
01:13:50,687 --> 01:13:53,037
We didn't go anywhere away
from those chicken houses
for ten years.
1640
01:13:53,124 --> 01:13:55,213
Man, I've--I couldn't
even tell you.
1641
01:13:55,300 --> 01:14:00,305
Family reunions, I mean,
Christmas Day with the family.
1642
01:14:00,392 --> 01:14:03,308
I placed chickens two days
after my son died.
1643
01:14:07,007 --> 01:14:08,966
I can't tell you
the stress level of it.
1644
01:14:09,053 --> 01:14:12,143
The stress level of--
of dealing with a company
1645
01:14:12,230 --> 01:14:15,102
that tells you that everything
that happens is your fault
1646
01:14:15,189 --> 01:14:16,408
when you know different.
1647
01:14:19,672 --> 01:14:21,021
It's all about money.
1648
01:14:22,762 --> 01:14:27,114
These companies have their--
their thumb on these people.
1649
01:14:27,201 --> 01:14:28,986
And they know it.
1650
01:14:29,073 --> 01:14:32,076
And what's sad about it is
the growers know it, too.
1651
01:14:32,163 --> 01:14:34,470
I don't want anybody
to live like I do.
1652
01:14:35,732 --> 01:14:36,863
How is that?
1653
01:14:36,950 --> 01:14:38,125
Well, I mean...
1654
01:14:45,481 --> 01:14:47,091
'cause of this.
1655
01:14:50,573 --> 01:14:52,618
It's just not worth it.
1656
01:14:52,705 --> 01:14:55,621
This is a life I wish
nobody had to do.
1657
01:15:26,304 --> 01:15:27,827
Hey.
1658
01:15:27,914 --> 01:15:29,525
I got your sheets.
1659
01:15:29,612 --> 01:15:31,788
Settlement on the last flock
of chickens I sold.
1660
01:15:33,790 --> 01:15:36,357
And it has me...
1661
01:15:36,444 --> 01:15:39,883
11 out of 11. I'm bottom
on the ranking system.
1662
01:15:39,970 --> 01:15:42,015
-You're in last place?
-I'm in last place.
1663
01:15:42,102 --> 01:15:43,843
But here's your check.
1664
01:15:45,410 --> 01:15:47,586
Yeah, I'm getting less money,
a lot less money.
1665
01:15:47,673 --> 01:15:51,721
For this flock, it's $11,980.
1666
01:15:51,808 --> 01:15:55,463
$5,000 they gypped me right
here on the ranking system.
1667
01:15:55,551 --> 01:15:57,944
-Yeah.
-$5,000 go a long way
paying your bills.
1668
01:15:58,031 --> 01:15:59,685
Right.
1669
01:15:59,772 --> 01:16:01,339
It's just one thing
after another, constantly.
1670
01:16:01,426 --> 01:16:03,515
-It never lets up.
-Yeah.
1671
01:16:03,602 --> 01:16:06,562
So with this, like, so--
so you're last place.
1672
01:16:06,649 --> 01:16:08,302
Doesn't make sense.
1673
01:16:08,389 --> 01:16:11,305
I had the largest chicken
on the sheet.
1674
01:16:11,392 --> 01:16:13,960
When you see this...
1675
01:16:14,047 --> 01:16:16,310
is the company trying
to send you a message?
1676
01:16:16,397 --> 01:16:18,965
Sounds like it. They may
have found out about,
1677
01:16:19,052 --> 01:16:20,706
uh, what we're doing now.
1678
01:16:21,925 --> 01:16:23,796
Usually, anything like
that goes on,
1679
01:16:23,883 --> 01:16:25,450
they'll call and let
the companies know.
1680
01:16:25,537 --> 01:16:27,365
-Mm-hmm.
-Hey, there's something going on
1681
01:16:27,452 --> 01:16:30,803
that you may not know about
and so we can't trust anybody.
1682
01:16:33,545 --> 01:16:35,591
Man, that's terrible. I'm sorry.
1683
01:16:43,381 --> 01:16:46,340
So you're a third
generation chicken farmer.
1684
01:16:46,427 --> 01:16:48,168
You want your son
to be a chicken farmer?
1685
01:16:48,255 --> 01:16:51,215
Well, I did, but now
I wouldn't advise him to.
1686
01:16:51,302 --> 01:16:53,478
He's wanted to.
1687
01:16:53,565 --> 01:16:57,134
This is what I know.
It's what I was raised in.
I'm good at it.
1688
01:16:57,221 --> 01:17:00,093
I've got a skill to do things
that most couldn't,
1689
01:17:00,180 --> 01:17:03,923
but I watch him
get so stressed out
1690
01:17:04,010 --> 01:17:07,361
when stuff would go wrong
or happen that was
out of his control,
1691
01:17:07,448 --> 01:17:09,407
and I don't see myself
wanting to do it now
1692
01:17:09,494 --> 01:17:12,279
for the integrators
that I know are here.
1693
01:17:12,366 --> 01:17:14,020
Yeah.
1694
01:17:14,107 --> 01:17:15,848
The way that
the chicken company is,
1695
01:17:15,935 --> 01:17:18,024
he can't go ahead
and carry this on
1696
01:17:18,111 --> 01:17:20,070
and be the fourth generation
chicken farmer,
1697
01:17:20,157 --> 01:17:22,376
and he can't pass it on
to his son.
1698
01:17:22,463 --> 01:17:24,727
The legacy's stopping now.
1699
01:17:24,814 --> 01:17:26,293
- Really?
1700
01:18:05,332 --> 01:18:07,073
Can you grab the drill?
1701
01:18:07,160 --> 01:18:08,509
We're good to go.
1702
01:18:17,040 --> 01:18:19,129
We can go ahead
and raise the waters.
1703
01:18:23,394 --> 01:18:25,657
Now, it's wait
till the catchers show up.
1704
01:18:28,529 --> 01:18:30,314
Is it normal
that I feel a little bad
1705
01:18:30,401 --> 01:18:32,490
that I sending my chickens
off to slaughter?
1706
01:18:32,577 --> 01:18:35,667
I think you would be not normal
if it didn't affect you.
1707
01:18:35,754 --> 01:18:38,191
Is it just because it's my
first flock, is that why?
1708
01:18:38,278 --> 01:18:41,934
Yeah, you got used to 'em and
you don't wanna see 'em die.
1709
01:18:42,021 --> 01:18:45,982
If you did this a hundred
or a thousand times,
it'd just be nonchalant.
1710
01:18:46,069 --> 01:18:47,810
Wouldn't worry you
or bother you a bit.
1711
01:18:52,989 --> 01:18:54,164
All right, fellas.
1712
01:18:54,773 --> 01:18:55,948
This is it.
1713
01:19:38,164 --> 01:19:39,557
How many is in that one?
1714
01:19:39,644 --> 01:19:40,819
Three.
1715
01:19:40,906 --> 01:19:42,168
-One more.
-Thank you.
1716
01:19:47,826 --> 01:19:49,088
Come on, get in there.
1717
01:19:55,791 --> 01:19:57,096
So far,
1718
01:19:57,183 --> 01:19:58,489
since we've just
been gathering them,
1719
01:19:58,576 --> 01:20:00,404
four have died of heart attacks.
1720
01:20:06,105 --> 01:20:07,846
Come on, big bird, get in there.
1721
01:21:04,076 --> 01:21:06,818
It's like all I look at now is
everything that has to be fixed;
1722
01:21:06,905 --> 01:21:09,690
cracks in the walls, things
that are all rusted through.
1723
01:21:09,777 --> 01:21:11,518
The vents have
to be functioning;
1724
01:21:11,605 --> 01:21:13,825
repair the holes;
things that are just dirty.
1725
01:21:13,912 --> 01:21:16,306
Everywhere you touch
is just greasy and sticky.
1726
01:21:16,393 --> 01:21:17,916
The list is huge.
1727
01:21:40,896 --> 01:21:43,420
Look at those delicious
grill marks on there.
1728
01:21:43,507 --> 01:21:45,204
-Charcoal powder.
- Yep.
1729
01:21:45,291 --> 01:21:48,338
We're going to do kind of a
natural looking feel.
1730
01:21:48,425 --> 01:21:50,470
Fixodent to glue parts.
1731
01:21:50,557 --> 01:21:53,038
K-Y Jelly, dab it on
and it sticks perfectly.
1732
01:21:54,518 --> 01:21:55,693
Drops.
1733
01:21:55,780 --> 01:21:56,868
What is this?
1734
01:21:56,955 --> 01:21:57,956
Glycerin.
1735
01:21:58,043 --> 01:21:59,436
Now I need the mustard.
1736
01:21:59,523 --> 01:22:01,655
-Scotchgard.
- Scotchgard.
1737
01:22:01,742 --> 01:22:03,222
I'll do them with Scotchgard.
1738
01:22:03,309 --> 01:22:05,529
It will give you nice drips
down the side.
1739
01:22:05,616 --> 01:22:07,661
That is the most
perfectly placed drip I've
ever seen in my life.
1740
01:22:07,748 --> 01:22:09,185
Little seeds.
1741
01:22:09,272 --> 01:22:10,882
Little more homemade-looking
1742
01:22:10,969 --> 01:22:12,492
goes in that farm-to-table
kind of feel.
1743
01:22:12,579 --> 01:22:13,972
Did you tweak
that dangler, Jeff?
1744
01:22:14,059 --> 01:22:15,191
Yes, I did.
1745
01:22:17,323 --> 01:22:19,847
Man, that is a good looking
chicken sandwich.
1746
01:22:19,935 --> 01:22:21,414
I'm gonna show you
a bunch of names.
1747
01:22:21,501 --> 01:22:22,546
Fantastic.
1748
01:22:22,633 --> 01:22:23,677
Peep No Evil.
1749
01:22:23,764 --> 01:22:24,722
Cluck and Dagger.
1750
01:22:24,809 --> 01:22:25,723
Charred & Feathered.
1751
01:22:25,810 --> 01:22:26,724
Conspiracy Chicken.
1752
01:22:26,811 --> 01:22:27,855
Goodbird.
1753
01:22:27,943 --> 01:22:28,856
Flippin' the Bird.
1754
01:22:28,944 --> 01:22:29,857
Bird + Bun.
1755
01:22:29,945 --> 01:22:30,902
Dumb Cluck.
1756
01:22:30,989 --> 01:22:32,686
Mother Cluckers.
1757
01:22:32,773 --> 01:22:34,210
And of course, we're trying
to create Chicktopia.
1758
01:22:34,297 --> 01:22:35,646
Chickri-la.
1759
01:22:35,733 --> 01:22:37,082
So this is
a new size cup, right?
1760
01:22:37,169 --> 01:22:38,692
-Yeah.
-Squattier, smaller.
1761
01:22:38,779 --> 01:22:40,651
OK.
1762
01:22:40,738 --> 01:22:42,870
Then we've got our handwritten
messages on the cups.
1763
01:22:42,958 --> 01:22:44,307
So there's a red sticker for
spicy, green for the regular.
1764
01:22:44,394 --> 01:22:46,135
-What about the wrapper?
-It's brown paper.
1765
01:22:46,222 --> 01:22:48,224
-It's good.
- Approved.
1766
01:23:02,151 --> 01:23:05,067
Can you tell me the fast-food
experience you've had?
1767
01:23:05,154 --> 01:23:08,244
Four years restaurant
management experience.
1768
01:23:08,331 --> 01:23:09,680
-I'm a cook.
-Team leader.
1769
01:23:09,767 --> 01:23:11,203
Hamburger specialist.
1770
01:23:11,290 --> 01:23:12,596
-I started out at Chipotle.
-McDonald's.
1771
01:23:12,683 --> 01:23:13,858
-Jack in the Box.
-Chick-fil-A.
1772
01:23:13,945 --> 01:23:15,164
-Popeyes.
-White Castle.
1773
01:23:15,251 --> 01:23:16,295
-Burger King.
-Taco Bell.
1774
01:23:16,382 --> 01:23:17,905
-Wendy's.
-May pay is...
1775
01:23:17,993 --> 01:23:20,212
-$7.25.
-$7.25.
1776
01:23:20,299 --> 01:23:23,650
$7.25 still, and I've been
in the industry of fast-food
for seven years.
1777
01:23:23,737 --> 01:23:24,869
There are no benefits.
1778
01:23:24,956 --> 01:23:26,262
There are no sick days.
1779
01:23:26,349 --> 01:23:27,654
You can either come
into work sick...
1780
01:23:27,741 --> 01:23:29,265
They'd be sneezing
on their hands.
1781
01:23:29,352 --> 01:23:30,962
Not trying to cough all over
everything but...
1782
01:23:31,049 --> 01:23:32,355
One job is not enough.
1783
01:23:32,442 --> 01:23:34,531
The working conditions sucks.
1784
01:23:34,618 --> 01:23:36,098
And that's just
the way that it is.
1785
01:23:36,185 --> 01:23:37,664
If you don't like it,
you can leave
1786
01:23:37,751 --> 01:23:38,665
and we'll find somebody else
to replace you.
1787
01:23:38,752 --> 01:23:39,840
Everyone's replaceable.
1788
01:23:41,799 --> 01:23:43,453
Welcome to Chicken
corporate training.
1789
01:23:43,540 --> 01:23:45,977
Whoo! Yes!
1790
01:23:50,590 --> 01:23:51,939
Here's the most important part.
1791
01:23:52,027 --> 01:23:53,854
The flavor char station,
1792
01:23:53,941 --> 01:23:57,597
where you install
the flavor char marks.
1793
01:23:57,684 --> 01:23:59,121
And then... boom.
1794
01:23:59,208 --> 01:24:00,470
Grilled crispy
chicken sandwiches.
1795
01:24:00,557 --> 01:24:02,689
-Right there.
1796
01:24:04,126 --> 01:24:05,823
The char marks on top.
1797
01:24:05,910 --> 01:24:07,259
Look at your build if
you ever have a question.
1798
01:24:07,346 --> 01:24:08,434
And then just across, right?
1799
01:24:08,521 --> 01:24:09,609
Great.
1800
01:24:09,696 --> 01:24:11,655
-Generous.
-Yeah, generous.
1801
01:24:11,742 --> 01:24:14,310
That's a good wrap.
Nice job.
1802
01:24:14,397 --> 01:24:17,095
Well, there is a new restaurant
to cluck about this weekend.
1803
01:24:17,182 --> 01:24:19,663
It's going to be
a chicken restaurant.
1804
01:24:19,750 --> 01:24:22,187
Brought to Central Ohio
by Morgan Spurlock.
1805
01:24:22,274 --> 01:24:24,494
The star of the documentary
"Super Size Me."
1806
01:24:24,581 --> 01:24:26,757
Now he's opening
his own restaurant,
right here in Central Ohio.
1807
01:24:26,844 --> 01:24:29,629
...brown paper covering
whatever is going on inside.
1808
01:24:29,716 --> 01:24:31,327
I hope we get a lot of
people to come out
1809
01:24:31,414 --> 01:24:33,590
and enjoy that delicious
grilled crispy chicken sandwich.
1810
01:24:33,677 --> 01:24:35,853
Grilled crispy chicken
sandwich today?
1811
01:24:35,940 --> 01:24:38,290
Is that a fried sandwich, the
grilled crispy chicken sandwich?
1812
01:24:38,377 --> 01:24:40,031
Oh, no sir, we do not say
the "F" word in here.
1813
01:24:40,118 --> 01:24:41,467
-What do we say?
- Crispy.
1814
01:24:41,554 --> 01:24:42,816
-One more time.
-Crispy.
1815
01:24:42,903 --> 01:24:44,644
That's right.
1816
01:24:44,731 --> 01:24:46,733
The food is advertised
as 100% natural.
1817
01:24:46,820 --> 01:24:48,431
- All natural.
- All natural.
1818
01:24:48,518 --> 01:24:50,520
-Farm to table.
- Farm to table.
1819
01:24:50,607 --> 01:24:52,696
Antibiotic-free, hormone-free,
humanely raised...
1820
01:24:52,783 --> 01:24:55,655
The big, beautiful green awning
just screams fresh and natural.
1821
01:24:55,742 --> 01:24:58,093
We're going to be the most
honest and most transparent,
1822
01:24:58,180 --> 01:25:00,704
the most authentic fast-food
restaurant you're ever been to.
1823
01:25:00,791 --> 01:25:02,140
OK.
1824
01:25:02,227 --> 01:25:03,489
This Saturday, 11:00 am,
grand opening.
1825
01:25:03,576 --> 01:25:05,796
-One, two, three...
1826
01:25:16,763 --> 01:25:18,983
Hi, you've reached
the voice mail for Tom Super,
1827
01:25:19,070 --> 01:25:20,724
-please leave a message.
1828
01:25:20,811 --> 01:25:23,118
Hey, Tom,
it's Morgan Spurlock calling.
1829
01:25:23,205 --> 01:25:25,729
Uh, give me a call back when you
get a chance on my cell.
1830
01:25:25,816 --> 01:25:27,731
I would love to talk to you
whenever you get a minute.
1831
01:25:27,818 --> 01:25:30,386
Hope you're good, man.
Thanks. Bye.
1832
01:25:30,473 --> 01:25:34,259
Do you remember that letter
that I got from the guy
at the Chicken Council in D.C.
1833
01:25:34,346 --> 01:25:37,610
warning "chicken people"
all about me making this movie?
1834
01:25:37,697 --> 01:25:41,484
Well, I'm in Washington, D.C.,
to track down Tom Super,
1835
01:25:41,571 --> 01:25:44,095
the guy who wrote that letter.
That's him.
1836
01:25:44,182 --> 01:25:47,142
Hi, you've reached Tom Super.
Please leave a message.
1837
01:25:47,229 --> 01:25:49,753
The grand opening of my chicken
restaurant is this Saturday,
1838
01:25:49,840 --> 01:25:53,583
so I felt like it's the least
I could do to invite him.
1839
01:25:57,804 --> 01:25:59,066
Hey, how are you?
1840
01:25:59,154 --> 01:26:00,459
I'm going up
to the fourth floor.
1841
01:26:00,546 --> 01:26:02,287
-May I see your I.D.?
-Sure, of course.
1842
01:26:02,374 --> 01:26:04,550
-Cool, thanks.
Am I good to head up?
-Yeah.
1843
01:26:06,161 --> 01:26:07,466
Thank you very much.
1844
01:26:12,993 --> 01:26:13,994
Hey, how are you?
1845
01:26:14,081 --> 01:26:15,779
-Good.
-Good.
1846
01:26:15,866 --> 01:26:17,694
-May I help you?
-Yeah, I'm here
to see Tom Super.
1847
01:26:19,565 --> 01:26:22,220
-I'll see if he's available.
-Cool. Thanks.
1848
01:26:25,441 --> 01:26:28,052
-If you could wait here.
-Oh, wait here? Oh.
1849
01:26:31,360 --> 01:26:32,970
The way she looked
down that hallway
1850
01:26:33,057 --> 01:26:35,102
makes me think Tom Super
just went to the bathroom.
1851
01:26:48,420 --> 01:26:50,030
Tom's not in the office.
1852
01:26:50,117 --> 01:26:51,989
-He's not in? He's not here?
-No.
1853
01:26:52,685 --> 01:26:54,383
-No? OK.
-Mm-mm.
1854
01:26:54,470 --> 01:26:56,428
So could I leave you something
for you, for him then?
1855
01:26:56,515 --> 01:26:57,603
Yeah.
1856
01:26:57,690 --> 01:26:59,126
It's an invitation to a--
1857
01:26:59,214 --> 01:27:00,780
I have a restaurant
opening in Columbus.
1858
01:27:00,867 --> 01:27:02,565
So could you pass this
off to him?
1859
01:27:02,652 --> 01:27:04,741
'Cause I wanted to make sure
he was invited to come.
1860
01:27:04,828 --> 01:27:06,786
Did you take pictures
of our logo?
1861
01:27:06,873 --> 01:27:08,223
'Cause that's not allowed.
1862
01:27:08,310 --> 01:27:10,225
-That's not allowed. OK.
- OK.
1863
01:27:10,312 --> 01:27:12,357
-How did you get up here?
-How did we get up here?
1864
01:27:12,444 --> 01:27:13,924
-Yeah.
-We took the elevator.
1865
01:27:14,011 --> 01:27:15,926
How did you get past security?
1866
01:27:16,013 --> 01:27:17,710
I'm a really nice guy.
1867
01:27:17,797 --> 01:27:19,451
No, that doesn't work.
1868
01:27:19,538 --> 01:27:21,323
It's true. It's true.
1869
01:27:21,410 --> 01:27:23,020
OK, I'll put this on Tom's desk.
1870
01:27:23,107 --> 01:27:24,543
Put that on Tom's desk.
I appreciate it.
1871
01:27:24,630 --> 01:27:25,849
-OK.
-Thank you very much.
1872
01:27:38,383 --> 01:27:40,255
- Joining us
this morning...
- Morning.
1873
01:27:40,342 --> 01:27:41,778
You know his face,
you know his name.
1874
01:27:41,865 --> 01:27:43,823
The director, producer
Morgan Spurlock
1875
01:27:43,910 --> 01:27:46,348
is now opening up
his own fast-food restaurant
1876
01:27:46,435 --> 01:27:49,873
right here
in Columbus in a building
that used to be a Wendy's.
1877
01:27:49,960 --> 01:27:51,309
Used to be a Wendy's.
1878
01:27:51,396 --> 01:27:53,311
Our goal is to take over,
you know,
1879
01:27:53,398 --> 01:27:56,009
the bones of old,
dead fast-food restaurants
all over America.
1880
01:27:56,096 --> 01:27:58,664
But why are you choosing
to start off in Columbus?
1881
01:27:58,751 --> 01:28:01,363
Well, 'cause Columbus is the
test market capital of America,
1882
01:28:01,450 --> 01:28:05,018
So what better place to taste
the Grilled Crispy Chicken
sandwich than in Columbus, Ohio?
1883
01:28:05,105 --> 01:28:07,325
Well, that's something
to look forward to.
1884
01:28:07,412 --> 01:28:09,458
Ribbon cutting's at 10:30,
1885
01:28:09,545 --> 01:28:11,329
-11:00 am grand opening.
-All right,
1886
01:28:11,416 --> 01:28:13,244
gonna be something
new in store there.
1887
01:28:13,331 --> 01:28:14,898
Well, coming up,
it's Wild Wednesday.
1888
01:28:14,985 --> 01:28:16,856
Lisa's out
checking out four new...
1889
01:28:38,704 --> 01:28:40,706
Today is the big day.
1890
01:28:41,794 --> 01:28:43,709
Today we're finally opening.
1891
01:28:43,796 --> 01:28:46,277
Fast food, fresh,
local, healthier.
1892
01:28:46,364 --> 01:28:47,496
It's long overdue.
1893
01:28:47,583 --> 01:28:49,193
I'm sure it'll be good.
1894
01:28:49,280 --> 01:28:50,629
I think it's gonna help
change people's lives.
1895
01:28:50,716 --> 01:28:52,457
It's gonna make
people healthier.
1896
01:28:52,544 --> 01:28:55,460
I'm not... expecting anything
less than that.
1897
01:28:55,547 --> 01:28:58,202
But now the real question is,
are people actually ready
1898
01:28:58,289 --> 01:29:00,813
for a 100% transparent,
1899
01:29:01,814 --> 01:29:03,686
honest food experience?
1900
01:29:04,339 --> 01:29:06,036
And...
1901
01:29:06,123 --> 01:29:07,342
we'll find out.
1902
01:29:13,217 --> 01:29:15,567
-Thank you guys
so much for coming.
1903
01:29:17,047 --> 01:29:18,614
Nice to meet you, come on in.
1904
01:29:20,050 --> 01:29:21,921
Come on in.
Thanks for coming, guys.
1905
01:29:22,008 --> 01:29:23,358
Nice to meet you.
1906
01:29:25,534 --> 01:29:27,579
Nice to meet you.
Thanks for being here.
1907
01:29:27,666 --> 01:29:29,146
Nice to meet you.
I am so excited.
1908
01:29:29,233 --> 01:29:31,278
Thank you, everyone,
for being here today.
1909
01:29:33,933 --> 01:29:36,762
-You guys braved the weather
to come here.
1910
01:29:38,547 --> 01:29:41,027
Now, most of you
probably thought
1911
01:29:41,114 --> 01:29:44,074
that this is the last place
that you would ever see me.
1912
01:29:44,161 --> 01:29:48,513
And, believe me, 12 years ago
when I was throwing up
out of the side of a car window
1913
01:29:48,600 --> 01:29:52,474
after stuffing myself with
McDonald's, this was the last
place I thought I'd ever see me.
1914
01:29:53,823 --> 01:29:55,085
But...
1915
01:29:56,260 --> 01:29:57,827
I've had a revelation.
1916
01:29:59,350 --> 01:30:02,397
After watching fast-food
business continue to grow,
1917
01:30:04,181 --> 01:30:07,314
seeing how these companies
say that they're changing,
1918
01:30:07,402 --> 01:30:10,013
that they're becoming
more healthy,
1919
01:30:10,100 --> 01:30:14,931
that they're becoming
everything we wanted them to be.
1920
01:30:15,018 --> 01:30:19,936
And every year these chains
continue to sell us
the same tired food,
1921
01:30:20,023 --> 01:30:24,331
only now, with new and improved
marketing and spin.
1922
01:30:27,465 --> 01:30:31,904
Today is the first step
towards total honesty
in a lying industry.
1923
01:30:34,124 --> 01:30:38,345
Today, we tell you everything
that they never would.
1924
01:30:42,698 --> 01:30:44,003
Ladies and gentlemen...
1925
01:30:44,917 --> 01:30:46,179
I give you...
1926
01:30:48,617 --> 01:30:49,618
Holy Chicken!
1927
01:30:49,705 --> 01:30:51,010
Holy Chicken!
1928
01:30:55,319 --> 01:30:56,973
Holy Chicken! Holy Chicken!
1929
01:30:57,060 --> 01:30:58,670
Holy Chicken!
1930
01:30:58,757 --> 01:30:59,932
So that will be the name of it,
Holy Chicken!
1931
01:31:00,019 --> 01:31:01,717
Holy Chicken!
1932
01:31:01,804 --> 01:31:03,370
I would like to present you
this certificate
1933
01:31:03,458 --> 01:31:04,894
and welcome you officially
to the State of Ohio.
1934
01:31:04,981 --> 01:31:07,244
That is fantastic.
Thank you so much.
1935
01:31:07,331 --> 01:31:10,682
At Holy Chicken!
near Westerville,
the line was out the door.
1936
01:31:10,769 --> 01:31:12,989
Welcome to Holy Chicken!
How may I help you today?
1937
01:31:13,076 --> 01:31:15,252
Could I please do the Grilled
Crispy Chicken Sandwich?
1938
01:31:15,339 --> 01:31:17,036
A Grilled Crispy Chicken
Sandwich, you got it.
1939
01:31:17,123 --> 01:31:19,517
-Grilled Crispy...
-Regular, not spicy.
1940
01:31:20,562 --> 01:31:21,867
A regular sandwich and a spicy.
1941
01:31:21,954 --> 01:31:23,086
One regular, one spicy.
1942
01:31:23,173 --> 01:31:24,653
Grilled Crispy Chicken Sandwich.
1943
01:31:24,740 --> 01:31:26,089
We'll call your name
when your food is ready.
1944
01:31:26,176 --> 01:31:27,830
Honesty never tasted so good.
1945
01:31:27,917 --> 01:31:30,093
-Welcome to Holy Chicken!
-This is delicious.
1946
01:31:30,180 --> 01:31:31,790
-Mmm.
-Really good.
1947
01:31:33,096 --> 01:31:34,619
Can I get a bun, please?
1948
01:31:35,968 --> 01:31:37,274
-Very, very fresh.
-Oh, yeah.
1949
01:31:37,361 --> 01:31:39,015
It's a solid sandwich.
1950
01:31:39,102 --> 01:31:40,190
It's actually...
1951
01:31:40,277 --> 01:31:41,931
-deep fried.
-Mm-hmm.
1952
01:31:42,018 --> 01:31:44,411
We don't say that "F" word
at--at Holy Chicken!
1953
01:31:44,499 --> 01:31:46,239
Crispy!
1954
01:31:46,326 --> 01:31:47,545
Just like the rest of the
fast-food industry,
1955
01:31:47,632 --> 01:31:48,894
we never use the "F" word here.
1956
01:31:48,981 --> 01:31:50,592
-We never call it fried.
-Sorry.
1957
01:31:50,679 --> 01:31:53,377
-We never call it
1958
01:31:53,464 --> 01:31:54,944
-Even though it is.
- Crispy!
1959
01:31:55,031 --> 01:31:56,772
That way you can feel better
about yourself
1960
01:31:56,859 --> 01:31:59,122
while eating craveable,
greasy food.
1961
01:31:59,209 --> 01:32:00,993
Hi! Welcome to Holy Chicken!
1962
01:32:01,080 --> 01:32:02,691
- Tawanda. Tawanda.
1963
01:32:02,778 --> 01:32:04,562
Come on up, Tawanda.
1964
01:32:04,649 --> 01:32:06,303
We'll call your name
when your food's ready,
1965
01:32:06,390 --> 01:32:07,478
but while you wait, be sure
and take a look around.
1966
01:32:07,565 --> 01:32:09,045
See the frickin'...
1967
01:32:09,132 --> 01:32:10,525
Yeah. Interesting signage
around here.
1968
01:32:10,612 --> 01:32:12,875
Next customer.
Welcome to Holy Chicken!
1969
01:32:12,962 --> 01:32:15,051
-Can I interest you in any
of our health halo items today?
-Yes, please.
1970
01:32:15,138 --> 01:32:16,705
All of our items on the board
actually have the halo
around them,
1971
01:32:16,792 --> 01:32:18,837
and ultimately a health halo
makes our food seem
1972
01:32:18,924 --> 01:32:20,883
way better for you
than it actually is.
1973
01:32:20,970 --> 01:32:23,102
"We surround our food
with a glowing healthy halo."
1974
01:32:23,189 --> 01:32:26,105
"Which often results
in increased consumption."
1975
01:32:26,192 --> 01:32:29,065
The average Holy Chicken order
contains 1,000 calories?
1976
01:32:29,152 --> 01:32:30,153
Oh, my God.
1977
01:32:30,240 --> 01:32:31,589
According to nutritionists,
1978
01:32:31,676 --> 01:32:32,982
it's technically
a meal and a half.
1979
01:32:37,421 --> 01:32:38,422
Next customer.
1980
01:32:38,509 --> 01:32:40,163
Julia A.
1981
01:32:40,250 --> 01:32:42,382
-What can I get you?
-I'll take a spicy sandwich.
1982
01:32:42,469 --> 01:32:44,210
Would you like an order
of Little Cluckers
for your little clucker?
1983
01:32:44,297 --> 01:32:45,951
-Sure.
-All right, done.
1984
01:32:46,038 --> 01:32:47,736
Crunchy greens
and a side of sauce.
1985
01:32:47,823 --> 01:32:49,999
"100% committed to goodness
by which we mean
1986
01:32:50,086 --> 01:32:53,263
using words like 'goodness'
to make you feel good."
1987
01:32:55,700 --> 01:32:57,746
Be sure and take a look
at our word wall.
1988
01:32:57,833 --> 01:32:59,748
-All natural?
-Fresh.
1989
01:32:59,835 --> 01:33:01,663
-Artisanal.
-Antibiotic-free?
1990
01:33:01,750 --> 01:33:03,578
-Transparent.
-Better.
1991
01:33:03,665 --> 01:33:04,753
Free-range?
1992
01:33:04,840 --> 01:33:06,102
Legally speaking...
1993
01:33:06,189 --> 01:33:07,582
...they don't mean much.
1994
01:33:09,496 --> 01:33:11,150
By painting these walls
this lively shade of green...
1995
01:33:11,237 --> 01:33:13,805
We're helping you believe
our food is fresh and natural.
1996
01:33:15,024 --> 01:33:16,547
So...
1997
01:33:16,634 --> 01:33:18,549
We've got wood
to make you think of barns.
1998
01:33:18,636 --> 01:33:20,333
Healthier.
1999
01:33:20,420 --> 01:33:22,640
-Locally sourced wood
and... shit.
-Shh...
2000
01:33:22,727 --> 01:33:25,556
Feel free to roam around
the free-range zone there, OK.
2001
01:33:25,643 --> 01:33:27,950
-Hey, you guys are
in the free-range zone.
-Yeah, we're ranging.
2002
01:33:28,037 --> 01:33:32,302
This is the exact same amount
of space we gave our chickens
to be free-range.
2003
01:33:32,389 --> 01:33:33,912
This is so tiny.
2004
01:33:33,999 --> 01:33:35,566
Luckily, they never
go outside, anyway.
2005
01:33:35,653 --> 01:33:37,046
They get so big so quickly
they can barely walk.
2006
01:33:37,133 --> 01:33:38,874
-Oh, gosh.
-Big chickens.
2007
01:33:38,961 --> 01:33:41,572
Mom, look! Mom, look!
2008
01:33:43,705 --> 01:33:46,098
Farm to table, technically
a giant windowless warehouse
2009
01:33:46,185 --> 01:33:49,449
with thousands of obese
chickens crammed together
is a chicken farm.
2010
01:33:49,536 --> 01:33:51,016
That's so sad.
2011
01:33:51,103 --> 01:33:52,583
One Grilled Crispy
Chicken regular.
2012
01:33:52,670 --> 01:33:54,150
Feel free to take some
time to look around.
2013
01:33:54,237 --> 01:33:55,542
We'll call your name
when your order's ready.
2014
01:33:55,630 --> 01:33:57,109
Next customer.
2015
01:33:57,196 --> 01:33:58,284
Welcome to Holy Chicken!
How may I help you?
2016
01:34:03,202 --> 01:34:04,421
Better for you.
2017
01:34:04,508 --> 01:34:05,901
-Sounds great.
-Means nothing.
2018
01:34:05,988 --> 01:34:07,076
Be sure to take a look around.
2019
01:34:07,163 --> 01:34:08,555
Honesty never tasted so good.
2020
01:34:08,643 --> 01:34:10,209
Next customer.
2021
01:34:10,296 --> 01:34:11,646
Welcome to Holy Chicken!
How may I help you?
2022
01:34:14,257 --> 01:34:15,867
Does this look like that--
the farmer guy?
2023
01:34:15,954 --> 01:34:17,260
-That's him.
-Is that him?
2024
01:34:17,347 --> 01:34:18,696
That is him.
2025
01:34:20,176 --> 01:34:22,395
-That's pretty cool.
-That's the guy. That's him.
2026
01:34:22,482 --> 01:34:24,876
Two regular, one spicy.
2027
01:34:24,963 --> 01:34:27,879
I can't believe I drove
all the way from Alabama...
2028
01:34:27,966 --> 01:34:29,838
for a chicken sandwich.
2029
01:34:29,925 --> 01:34:32,318
We'll call your name
when the food's ready.
2030
01:34:32,405 --> 01:34:34,407
-Look at that guy.
-Hey! How you doing, Morgan?
2031
01:34:34,494 --> 01:34:36,453
-How are you, man?
-Good. Great to see you.
2032
01:34:36,540 --> 01:34:38,368
This is our chicken farmer.
Farmer Jonathan.
2033
01:34:38,455 --> 01:34:39,630
Let's hear it
for farmer Jonathan.
2034
01:34:44,330 --> 01:34:46,463
That's neat.
2035
01:34:47,203 --> 01:34:48,813
Wow.
2036
01:34:48,900 --> 01:34:50,597
Let me get down close
for you can see it.
2037
01:34:50,685 --> 01:34:53,165
Oh, we can see the resemblance
without--
2038
01:34:54,993 --> 01:34:56,647
Do I look like that guy?
2039
01:34:56,734 --> 01:34:58,518
-You're better looking
than him.
2040
01:34:58,605 --> 01:35:00,651
I was having
a rough day that day.
2041
01:35:00,738 --> 01:35:02,348
You messed up your hair.
2042
01:35:11,227 --> 01:35:12,445
We actually tell...
2043
01:35:12,532 --> 01:35:13,577
This is Farmer Jonathan.
2044
01:35:13,664 --> 01:35:15,100
...your story.
2045
01:35:15,187 --> 01:35:16,841
Amazing.
2046
01:35:16,928 --> 01:35:19,365
And what's happened to you
2047
01:35:19,452 --> 01:35:21,716
and your battles
with Big Chicken.
2048
01:35:22,717 --> 01:35:23,979
I'm amazed.
2049
01:35:35,599 --> 01:35:38,036
"If you win, your neighbor
is totally clucked!"
2050
01:35:41,953 --> 01:35:44,608
I never would have thought
I would have saw this done.
2051
01:35:44,695 --> 01:35:46,697
Because people have no idea
2052
01:35:46,784 --> 01:35:49,569
how they take advantage
of farmers.
2053
01:35:49,656 --> 01:35:51,397
-I'm amazed, I mean...
-Awesome.
2054
01:35:52,268 --> 01:35:53,835
Yeah.
2055
01:35:53,922 --> 01:35:55,793
-It's great. It's great.
-That makes me happy.
2056
01:35:57,926 --> 01:36:01,451
This means that all the work
I've done in the past
is not in vain.
2057
01:36:01,538 --> 01:36:02,844
Yeah.
2058
01:36:04,584 --> 01:36:07,065
I hope y'all build
thousands of chains.
2059
01:36:21,471 --> 01:36:23,212
Welcome to Holy Chicken!
How may I help you?
2060
01:36:23,299 --> 01:36:24,648
I'll have a regular.
2061
01:36:24,735 --> 01:36:26,171
Regular Grilled Crispy Chicken?
2062
01:36:26,258 --> 01:36:27,651
Grilled Crispy Chicken
Sandwich for here.
2063
01:36:29,348 --> 01:36:33,091
And y'all feel free to move
about the free-range zone.
2064
01:36:33,178 --> 01:36:34,310
The fake grill marks.
2065
01:36:35,311 --> 01:36:36,791
-Seriously, though?
-Yeah.
2066
01:36:36,878 --> 01:36:38,836
And we lightly
brush it with charcoal
2067
01:36:38,923 --> 01:36:41,317
just to give it that
grilled look and feel.
2068
01:36:41,404 --> 01:36:43,014
I love the irony here.
2069
01:36:43,101 --> 01:36:44,799
So everything's fried
to be crisp--
2070
01:36:44,886 --> 01:36:46,496
Crispy!
2071
01:36:46,583 --> 01:36:48,237
Kinda like bullshit,
but it's reverse bullshit.
2072
01:36:48,324 --> 01:36:49,760
-That's right.
2073
01:36:49,847 --> 01:36:51,153
Two crispy sandwiches.
2074
01:36:51,240 --> 01:36:53,329
Two regular sandwiches,
fantastic.
2075
01:36:53,416 --> 01:36:54,809
-Would you like one
of our local beverages?
-I'm all right.
2076
01:36:54,896 --> 01:36:56,245
You're just gonna have
the holy water?
2077
01:36:56,332 --> 01:36:58,508
-Yes.
-Also local.
2078
01:36:58,595 --> 01:37:00,118
Did you see the sign out there?
2079
01:37:00,205 --> 01:37:03,078
Local just means...
It's here right now.
2080
01:37:03,165 --> 01:37:04,775
-For here or to go?
-For here.
2081
01:37:04,862 --> 01:37:06,733
-Great!
-Crispy Chicken Sandwich
for here.
2082
01:37:06,821 --> 01:37:08,910
See, I do it all
at Holy Chicken. Boom!
2083
01:37:08,997 --> 01:37:10,433
Be sure and take a look around.
2084
01:37:10,520 --> 01:37:11,913
Honesty never tasted so good.
2085
01:37:12,000 --> 01:37:13,610
Not photos
of our actual chickens.
2086
01:37:13,697 --> 01:37:15,873
Like, those are photos
of our actual chickens.
2087
01:37:15,960 --> 01:37:17,527
I'm not gonna forget this
2088
01:37:17,614 --> 01:37:18,876
the next time I go eat chicken
somewhere else.
2089
01:37:18,963 --> 01:37:20,747
-That's right.
-If I do.
2090
01:37:21,618 --> 01:37:22,793
I can't finish my meal.
2091
01:37:22,880 --> 01:37:24,316
You don't want to see that.
2092
01:37:24,403 --> 01:37:25,840
I'm not sure if
I really want to know.
2093
01:37:25,927 --> 01:37:27,842
You're still eating it.
2094
01:37:28,930 --> 01:37:31,149
-Thank you, sir.
- Crispy!
2095
01:37:31,236 --> 01:37:34,065
Seeing this living piece
shoved in people's faces
2096
01:37:34,152 --> 01:37:37,677
and the direct contradiction of
evidence here is--it's awesome.
2097
01:37:37,764 --> 01:37:40,115
Take a look around.
It's too good to be true!
2098
01:37:40,202 --> 01:37:41,812
Next customer. How are you, sir?
2099
01:37:41,899 --> 01:37:44,075
Anything that we can do
to make people understand
2100
01:37:44,162 --> 01:37:46,121
and make different choices
is a good thing.
2101
01:37:46,208 --> 01:37:48,297
But then by bringing this out,
2102
01:37:48,384 --> 01:37:51,778
wouldn't it discourage people
from going to restaurants
like this?
2103
01:37:56,218 --> 01:37:57,132
Mmm.
2104
01:37:57,219 --> 01:37:58,524
Mmm.
2105
01:37:58,611 --> 01:37:59,569
Mmmm.
2106
01:37:59,656 --> 01:38:00,875
-Mmm!
-Mmm!
2107
01:38:04,139 --> 01:38:05,401
How many we got, guys?
2108
01:38:05,488 --> 01:38:07,359
-We've got lots more orders.
-OK.
2109
01:38:07,446 --> 01:38:09,448
I'm sorry, we were
overrun today,
2110
01:38:09,535 --> 01:38:12,799
but we--we are out of
chicken sandwiches for today.
2111
01:38:12,887 --> 01:38:15,454
We still have
the Little Cluckers
chicken tenders.
2112
01:38:16,760 --> 01:38:18,196
Like my father always said,
2113
01:38:18,283 --> 01:38:20,024
"If something seems
too good to be true,
2114
01:38:20,111 --> 01:38:22,200
well, it probably is."
2115
01:38:26,422 --> 01:38:28,293
You know what,
all you companies out there,
2116
01:38:28,380 --> 01:38:30,687
you just keep doing
what you're doing.
2117
01:38:30,774 --> 01:38:32,732
'Cause I'm gonna keep
doing what I'm doing,
2118
01:38:32,819 --> 01:38:34,560
and I'm gonna open
more of these.
2119
01:38:34,647 --> 01:38:36,258
And in time...
2120
01:38:36,345 --> 01:38:40,523
I might just put you
and me out of business.
2121
01:38:40,610 --> 01:38:44,353
♪ Sometimes I got
plenty of liquor, ♪
2122
01:38:44,440 --> 01:38:47,225
♪ Sometimes I ain't got none ♪
2123
01:38:47,312 --> 01:38:50,663
♪ But whenever you come
to my place ♪
2124
01:38:50,750 --> 01:38:53,971
♪ There's always some
chicken for everyone ♪
2125
01:38:54,058 --> 01:38:57,061
♪ Maybe you like it on a plate ♪
2126
01:38:57,148 --> 01:38:59,585
♪ Maybe you want it on a bun ♪
2127
01:38:59,672 --> 01:39:03,328
♪ Well, whenever you
come to my place ♪
2128
01:39:03,415 --> 01:39:05,983
♪ There's always some
chicken for everyone ♪
2129
01:39:06,070 --> 01:39:08,812
- ♪ You want to fly? ♪
- ♪ Oh, my! ♪
2130
01:39:08,899 --> 01:39:12,468
- ♪ How 'bout a wing? ♪
- ♪ Makes my heart sing! ♪
2131
01:39:12,555 --> 01:39:15,775
♪ In my dining room,
you can consume ♪
2132
01:39:15,862 --> 01:39:19,301
♪ A drumstick that makes
your heart go boom! ♪
2133
01:39:19,388 --> 01:39:22,652
♪ So when your icebox is empty ♪
2134
01:39:22,739 --> 01:39:24,959
♪ hen your breadbox is done ♪
2135
01:39:25,046 --> 01:39:28,310
♪ Just come on over
to my place ♪
2136
01:39:28,397 --> 01:39:31,661
♪ There's always some
chicken for everyone ♪
2137
01:39:37,362 --> 01:39:39,321
- ♪ Some... ♪
- ♪ Chicken! ♪
2138
01:39:39,408 --> 01:39:43,194
♪ For everyone! ♪
2139
01:39:45,109 --> 01:39:46,458
♪ Delicious! ♪
2140
01:40:01,125 --> 01:40:04,520
♪ With a little bit of chicks
in the chicken coop, ♪
2141
01:40:04,607 --> 01:40:07,262
♪ Picking crumbs off the floor ♪
2142
01:40:07,349 --> 01:40:10,569
♪ So who'd suspect
a thing from us ♪
2143
01:40:10,656 --> 01:40:13,659
♪ When we chicken walk
across the floor? ♪
2144
01:40:13,746 --> 01:40:17,054
♪ When the farmer comes
every morning to feed ♪
2145
01:40:17,141 --> 01:40:19,970
♪ Ain't nothing
that we want more ♪
2146
01:40:20,057 --> 01:40:23,365
♪ But every night
that farmer comes down to see ♪
2147
01:40:23,452 --> 01:40:25,932
♪ What the racket
is behind the door ♪
2148
01:40:26,020 --> 01:40:28,283
♪ He says, what we got here? ♪
2149
01:40:28,370 --> 01:40:29,980
♪ Nothing but chicken ♪
2150
01:40:30,067 --> 01:40:31,590
♪ What we got here? ♪
2151
01:40:31,677 --> 01:40:33,244
♪ Nothing but chicken ♪
2152
01:40:33,331 --> 01:40:34,985
♪ What we got here? ♪
2153
01:40:35,072 --> 01:40:36,813
♪ Nothing but chicken ♪
2154
01:40:36,900 --> 01:40:39,381
♪ Nothing but chickens
in the house tonight ♪
2155
01:40:39,468 --> 01:40:41,296
♪ What we got here? ♪
2156
01:40:41,383 --> 01:40:42,906
♪ Nothing but chicken ♪
2157
01:40:42,993 --> 01:40:44,516
♪ What we got here? ♪
2158
01:40:44,603 --> 01:40:46,083
♪ Nothing but chicken ♪
2159
01:40:46,170 --> 01:40:47,780
♪ What we got here? ♪
2160
01:40:47,867 --> 01:40:49,608
♪ Nothing but chicken ♪
2161
01:40:49,695 --> 01:40:52,176
♪ Nothing but chickens
in the house tonight ♪
2162
01:41:01,751 --> 01:41:03,492
♪ What we got here? ♪
2163
01:41:03,579 --> 01:41:05,102
♪ Nothing but chicken ♪
2164
01:41:05,189 --> 01:41:06,799
♪ What we got here? ♪
2165
01:41:06,886 --> 01:41:08,410
♪ Nothing but chicken ♪
2166
01:41:08,497 --> 01:41:09,976
♪ What we got here? ♪
2167
01:41:10,064 --> 01:41:11,804
♪ Nothing but chicken ♪
2168
01:41:11,891 --> 01:41:14,590
♪ Nothing but chickens
in the house tonight ♪
2169
01:41:23,816 --> 01:41:27,037
♪ Every day upon the farm
it's the same old thing ♪
2170
01:41:27,124 --> 01:41:29,996
♪ Every day is like
the one before ♪
2171
01:41:30,084 --> 01:41:31,607
♪ Got to lay them eggs ♪
2172
01:41:31,694 --> 01:41:33,261
♪ Got to clean out roosts ♪
2173
01:41:33,348 --> 01:41:36,264
♪ Got to pick, pick,
missed them claws ♪
2174
01:41:36,351 --> 01:41:39,832
♪ When the day is finally done
and the doors are shut ♪
2175
01:41:39,919 --> 01:41:42,922
♪ We like to cut a rug or two ♪
2176
01:41:43,009 --> 01:41:45,969
♪ All the animals sneak
to see the show ♪
2177
01:41:46,056 --> 01:41:48,711
♪ Till the farmer comes
passing through ♪
2178
01:41:48,798 --> 01:41:51,017
♪ Said, what do we got here? ♪
2179
01:41:51,105 --> 01:41:52,758
♪ Nothing but chicken ♪
2180
01:41:52,845 --> 01:41:54,282
♪ What do we got here? ♪
2181
01:41:54,369 --> 01:41:56,197
-♪ Nothing but chicken ♪
-♪ You ♪
2182
01:41:56,284 --> 01:41:57,415
♪ What do we got here? ♪
2183
01:41:57,502 --> 01:41:59,243
♪ Nothing but chicken ♪
2184
01:41:59,330 --> 01:42:01,941
♪ Nothing but chickens
in the house tonight ♪
2185
01:42:02,028 --> 01:42:03,856
♪ What do we got here? ♪
2186
01:42:03,943 --> 01:42:05,510
♪ Nothing but chicken ♪
2187
01:42:05,597 --> 01:42:07,208
♪ What do we got here? ♪
2188
01:42:07,295 --> 01:42:08,818
♪ Nothing but chicken ♪
2189
01:42:08,905 --> 01:42:10,472
♪ What do we got here? ♪
2190
01:42:10,559 --> 01:42:12,300
♪ Nothing but chicken ♪
2191
01:42:12,387 --> 01:42:15,041
♪ Nothing but chickens
in the house tonight ♪
2192
01:42:27,880 --> 01:42:29,360
♪ What do we got here? ♪
2193
01:42:29,447 --> 01:42:31,188
-♪ Nothing but chicken ♪
-♪ Hey! ♪
2194
01:42:31,275 --> 01:42:32,624
♪ What do we got here? ♪
2195
01:42:32,711 --> 01:42:34,060
♪ Nothing but chicken ♪
2196
01:42:34,148 --> 01:42:35,801
♪ You. What do we got here? ♪
2197
01:42:35,888 --> 01:42:37,716
♪ Nothing but chicken ♪
2198
01:42:37,803 --> 01:42:40,154
♪ Nothing but chickens
in the house tonight ♪
2199
01:42:40,241 --> 01:42:42,068
♪ What do we got here? ♪
2200
01:42:42,156 --> 01:42:43,722
♪ Nothing but chicken ♪
2201
01:42:43,809 --> 01:42:45,289
♪ What do we got here? ♪
2202
01:42:45,376 --> 01:42:46,943
♪ Nothing but chicken ♪
2203
01:42:47,030 --> 01:42:48,640
♪ What do we got here? ♪
2204
01:42:48,727 --> 01:42:50,468
♪ Nothing but chicken ♪
2205
01:42:50,555 --> 01:42:53,167
♪ Nothing but chickens
in the house tonight ♪
163136
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