Chipotle Mexican Grill has long been all-in on the fad of marketing its food as more “sustainable” or “responsible.” Its latest marketing video has generated buzz and millions of YouTube views. Called “The Scarecrow,” the video shows a cartoon character that is dissatisfied with a large food factory and decides to strike it out on his own, setting up a small shop serving handpicked food.

If Chipotle has one thing, it’s imagination. But it must think consumers don’t have a brain. Marketing must have truth behind it, or a brand is placed in a very dangerous spot.

There’s a false dichotomy about food production, a narrative driven by an alliance of anti-corporate, organic, animal-rights and environmental activists. According to this narrative, there are two kinds of food production. There are so-called “factory” or “industrial” producers. They’re bad, because they are large corporations, and their food is supposedly less healthy for humans and the environment. On the other side — the “good” side — there are smaller firms serving organic food that’s locally grown; free of genetically modified organisms, or GMOs; and so on.

Chipotle is taking advantage of this caricature of agriculture offered by others. But in doing so, it is putting its brand at risk by relying on perceptions that don’t imitate reality.

For starters, Chipotle itself doesn’t meet its own cartoonish standards. Far from a small stand, Denver-based Chipotle is a big corporation that operates a chain of more than 1,500 restaurants and uses McDonald’s distribution network. Far from some Mexican grandmother’s kitchen, its tortillas and chips are produced in factories. Some of its food contains GMOs. And far from consistent, Chipotle is willing to use “conventional” meat from animals raised with antibiotics if there’s a supply shortage of so-called “natural” meat.

Watch Chipotle's "The Scarecrow"

Slapping farmers in the face, spreading misinformation and committing hypocrisy—that’s Chipotle’s “Food With Integrity.”

Despite the marketing that tries to create a wedge between “good” and “bad” agriculture — or “good” versus “bad” retailers — there’s nothing wrong with modern agriculture that utilizes technology.

Consider the idea of “no added hormones” meat. Many farmers use implants to promote growth, and it’s true that steak from a cow that was given hormones to promote growth will have some estrogen, for example. But this estrogen is measured in nanograms. The Food and Drug Administration requires a withdrawal period for hormones — and antibiotics — before an animal can be slaughtered.