Monday, July 13, 2009

Chipotle to Promote Film "Food, Inc."!

"Food, Inc." is one film that I certainly would never, ever have believed would be promoted in and by a fast food restaurant chain.

But I guess Chipotle isn't your typical fast food chain.  And I'm impressed.

Chipotle has entered into a partnership with the folks behind "Food, Inc." to promote it by sponsoring free screenings and putting promotional materials in all their restaurants. There are also plans for Chipotle to produced their own feature about their commitment to supporting sustainable agriculture, that will be put on the DVD when it is released later this year.

"Food, Inc." is now in theaters and you can watch the trailer below.

The film exposes America's industrialized food system and its effect on the environment, the economy and our overall health, and encourages Americans to become more conscious consumers. It is directed by Robert Kenner and features authors Eric Schlosser (Fast Food Nation), and Michael Pollan (The Omnivore's Dilemma and In Defense of Food).

“I hope that all our customers see this film,” said Steve Ells, founder, chairman and co-CEO of Chipotle. “The more they know about where their food comes from, the more they will appreciate what we do.”

Chipotle has reason to be proud and less reason to be afraid of "Food, Inc." than any other food chain because Chipotle serves more naturally raised meat (from animals that are raised in a humane way, never given antibiotics or added hormones, and fed a pure vegetarian diet) than any restaurant in the world. In addition, an increasing percentage (currently 35 percent) of Chipotle’s beans are organically grown, it is purchasing locally grown produce when seasonally available, and all of the dairy the chain uses is made with milk from cows that are never given the synthetic hormone rBGH.

"Food, Inc." trailer:

1 comment:

Happy Herbivore said...

This is awesome! If one fast food chain can serve sustainable, humane food and profit, then others will surely follow. Go Chipotle! (Interesting how Chipotle went local/sustainable after McDonald's sold their share.)