Document “Food, Inc.” Chipotle gets boost
July 14th, 2009
Consumers can obtain knowledge of his burrito.
Chipotle Mexican Grill has partnered with Magnolia Pictures, Participant Media and River Road Entertainment to promote the documentary “Food, Inc.”
Starting Tuesday, the chain will sponsor free screenings of the film in 32 U.S. cities. It also puts the promotional material in all its more than 860 restaurants.
“Food, Inc.,” now playing in theaters, reviews unpleasant practices in the food industry in the United States. Directed by Robert Kenner, the film with comments from author Michael Pollan ( “The omnivore’s dilemma” and “In Defense of Food”) and Eric Schlosser ( “Fast Food Nation”), who discuss the ills of modern production practices of food and agriculture influence of big business in shaping government policy.
Carry this message about America’s eating practices Chipotle offers consumers the chance to show their environment “food with integrity” philosophy.
Chipotle said that 35 percent of the grains used are organically grown and naturally raised beef is more than any other restaurant around the world.
“I hope that all our customers to see this movie,” said Steve ELLs, founder, president and co-CEO of Chipotle. “The more we know about where their food comes from, instead of appreciating what we do.”
The projections will take place at night in a local theater in each city, with special private exhibitions in cities where the movie is not playing. Chipotle also plans to include a premium in terms of sustainable agriculture in the “Food, Inc.” DVD when it is released this year.
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