Gathered for a free music festival, a crowd waits to see one of the headline attractions — an exhibit about fast-food ingredients. Chipotle's "Cultivate" festivals encapsulate the food industry's hottest marketing trend: crusading against Big Food. The message is aimed at those who feel the established food system is to blame for poor eating habits, and tries to engage them to feel like allies rather than customers. Salad chain Sweetgreen's campaign to fix what it calls the "broken" food system asks people to join its "movement" and borrows self-help language in saying the first step is "admitting there's a problem." In Colorado, entrepreneur Kimbal Musk plans a fast-food restaurant as part of his push to create a "real food culture."

Source: Fox News September 12, 2016 13:41 UTC