To bolster its sustainability image, Chipotle Mexican Grill is sponsoring various aspects of the widely hailed "Food, Inc." documentary, which is critical of corporate food chains and food manufacturers.
First off, Chipotle is distributing promotional pieces for the film in its restaurants, as well as sponsoring free screenings in 32 cities, reports MediaPost. Click here for a list of cities and dates for the screenings.
When the DVD comes out later this year, Chipotle has bought rights to a DVD bonus feature highlighting its commitment to sustainable agriculture.
Steve Ells, Chipotle's founder, chairman and CEO, is in the sustainability spotlight in other ways, too.
He testified July 14 before the House Rules Committee in support of H.R. 1549, the "Preservation of Antibiotics for Medical Treatment Act" (PAMTA).
There, he said the restaurant was "changing the way the world thinks about and eats fast food," according to a press release.
In choosing to support sustainable agriculture, Ells told the committee that "This move transformed the way we run our business, giving rise to a vision we call Food with Integrity. It set us on a journey to examine each of the ingredients we use to make our food, and how we could get them from more sustainable sources."
