Back To The Start from Chipotle is burning up the interwebs for good reason. It’s got country-music god Willie Nelson covering Coldplay & gorgeous animation. The not too subtle message of a corporation taking a moral stand against industrial farming is music to my ears.
Chipotle plans to show the two-minute film nationally beginning in September. It will appear on nearly 5,700 movie theater screens in advance of feature films and will educate consumers about Chipotle’s favored farming methods, and demonstrate the differences between industrial farming and more sustainable methods.
You can get the track on iTunes and all the proceeds go to Chipotle’s Cultivate Foundation, which raises money & awareness to help fund initiatives that support sustainable agriculture, family farming, culinary education, and innovation that promotes better food.
Press releases, videos & websites are nice, but I want to see the real numbers behind Chipotle’s committment. How much of their ingredients do they get from industrial farming? The vegetables, the transportation, the pesticides and, of course, the pigs.
Oh, just found something. Chipotle Mexican Grill (NYSE: CMG) announced that it expects to use more than 10 million pounds of produce from local farms this year, up from its 2010 goal of about 5 million pounds. Chipotle’s local produce will be grown on farms within 350 miles of the restaurants where it will be served. I think I need a burrito.
found at Fast Company
