1. The practice of professing beliefs, feelings, or virtues that one does not hold or possess; falseness.
But it didn't stop there. Also last week, the ABC news show "Nightline" did a piece on Chipotle's relationship with Polyface Farms, a model sustainable farm in Virginia that, in the words of owner Joel Salatin, "fully respects and honors the pigness of the pig."
In the same Nightline story, Chipotle CEO Steve Ells professed, "I think it's really important that people know where their food comes from. I mean we spend a lot of time researching the very best sources, so that when people go to Chipotle, they can rest assured they are getting the very best food."
This might be a good moment to quote a relevant passage from last week's impeccably-timed sustainable food movement letter to Mr. Ells: