“Funny” isn’t the first word that comes to mind of when we think of the organic food industry. But a coalition of mid- to large-sized organic food companies—including Earthbound Organics, Stonyfield, Annie’s, and Organic Valley—hopes to change that. Here are a series of ads produced by the coalition, which has branded itself Only Organic, and hopes to debunk the use of the phrase “all natural” on processed food labels. (It’s worth noting that although the words “all natural” is still appearing on many food labels, a number of recent lawsuits have prompted companies like PepsiCo to use words like “simply” instead.)

Meanwhile, Chipotle has taken the idea of parodying Big Food executives and their marketing machines much further with an actual Internet-television series called Farmed and Dangerous. Chipotle’s director of marketing has described it as “values-integration rather than typical product-integration,” and the brand itself will be absent from the show’s credits.

Farmed and Dangerous presents a cast of characters led by an agribusiness giant who sets out to create a product called Animoil. And as with its animated viral videos, Chipotle claims that the goal of Farmed and Dangerous is more about general awareness of factory farming than it is about selling burritos. Of course, that hasn’t kept the company from sending out press releases that have garnered it high-profile media attention for the series.