The company says it has increased its locally sourced produce supply since beginning the program in 2008.
Chipotle will work with more than 45 local farms around the country to provide bell peppers, cilantro, red onions, jalapeno peppers, oregano, romaine lettuce and tomatoes for its restaurants when seasonally available. In select cities, the company will also source avocados and lemons from local growers.
According to the National Restaurant Association’s 2014 Restaurant Industry Forecast, today’s consumers are more interested than ever in what they eat and where their food comes from. Additionally, a 2014 National Grocery Association panel revealed that 87 percent of consumers regard the availability of locally grown produce and other local packaged foods as very/somewhat important, up from 76 percent in 2009.
All of Chipotle’s locally grown produce comes from within 350 miles of the restaurants where it will be served.
In the company’s latest green marketing effort, “Farmed and Dangerous,” a comedy series that the fast food chain says “satirically explores the world of industrial agriculture in America,” Chipotle aims to showcase its sustainable agriculture cred — without explicit Chipotle branding.
“Farmed and Dangerous” comes on the heels Chipotle’s 2013 short film “Scarecrow,” depicting a dystopia, factory-farm-focused future also intended to bring attention to the company’s sustainable food sourcing policies.