Chipotle Mexican Grill and Food, Inc.: “Food with Integrity”

by allison ~ July 15, 2009

Chipotle Mexican Grill teamed up with Magnolia Pictures, Participant Media and River Road Entertainment in an effort to spread the word about Food, Inc. a documentary that focuses on America’s food industry.

According to Brandweek, “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.”

This clever partnership is already gaining great press. Business Wire reports, “Chipotle entered into this partnership because of its commitment to serving food made with premium quality ingredients from more sustainable sources and its concern over many issues associated with large scale commercial agriculture. For more than a decade, the company has been working to find like-minded suppliers who share its vision and commitment to food that is raised right. Chipotle calls this vision “Food with Integrity” and it is one of the ways it is changing the way the world thinks about and eats fast food.”

“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.”

People always refer to the phrase, “You are what you eat” and in this case I know I would feel far more comfortable eating somewhere knowing the food is handled and raised properly. How would you feel?

For more information on Food, Inc. visit: http://www.foodincmovie.com/.

Allison Berger is an Associate Account Executive at Mediashop PR.