The Chipotle fast food chain (owned by McDonalds from 1998 to 2006), produced this potent video on the state of farming and food production. Willie Nelson lent his cred, which is virtually unheard of for a corporate campaign.
Chipotle released this statement about the sustainability video. Chipotle also has a foundation to support the cause, and food personality Jamie Oliver seems to be on board, who was recently recognized by TED.
If they manage be a true and enduring thought leader on transforming greed and consumption into sustainability and responsibility, I'd be a customer for life. And if past is prologue, the actual patience and benevolence exhibited by investors in lieu of profits will limit the success of any such effort.
At least they are keeping good company in the meantime.