Consumers can get a side of knowledge with their next Chipotle burrito.
Chipotle Mexican Grill has partnered with Magnolia Pictures, Participant Media and River Road Entertainment to promote the documentary, Food, Inc.
Beginning tomorrow, the chain will sponsor free screenings of the film in 32 cities across the country. It will also place promotional material in all of its more than 860 restaurants.
Food, Inc., currently playing in theaters, examines unsavory practices within America’s food industry. Directed by Robert Kenner, the film features the commentary of authors Michael Pollan (The Omnivore’s Dilemma and In Defense of Food) and Eric Schlosser (Fast Food Nation), who discuss the ills of modern food production practices and the influence of major agriculture companies in shaping government policy.
Bringing this message about America’s food practices to consumers gives Chipotle an opportunity to showcase its eco-friendly “Food with integrity” philosophy.
Currently, 35 percent of the beans that Chipotle uses are organically grown, and the company touts that it serves more naturally raised meat than any other restaurant worldwide.
“I hope that all our customers see this film,” said Steve Ells, founder, chairman and co-CEO of Chipotle, in a statement. “The more they know about where their food comes from, the more they will appreciate what we do.”
The screenings will take place on a single night at a local theater in each city, with special private showings for cities in which the film is not already playing. In addition to the screenings, the Chioptle plans to include a bonus feature about sustainable agriculture on the Food, Inc. DVD when it is released later this year.
“Chipotle is a great example of a company that’s on the right track to improving our food system,” said Food, Inc. director Robert Kenner, in a statement. “Chipotle’s philosophy shares many of the same values expressed in Food, Inc. and we are very pleased with their support of our film.”