Chipotle Joins Forces with Magnolia Pictures, Participant Media and River Road Entertainment to Promote 'Food, Inc.'

Filmmakers, Chipotle Look to Boost Awareness of Issues in American Agriculture

Jul 13, 2009 - 14:54
Chipotle Mexican Grill (NYSE: CMG)(NYSE: CMG.B) is joining forces with Magnolia Pictures, Participant Media and River Road Entertainment to help promote their critically acclaimed documentary film 'Food, Inc.' Through the partnership, Chipotle is sponsoring free screenings in 32 cities nationwide, will put promotional materials in all of its restaurants, and plans to include a bonus feature discussing its commitment to supporting sustainable agriculture when the film is released on DVD later this year.

Now playing in theaters across the country, 'Food, Inc' exposes America's industrialized food system and its effect on the environment, the economy and our overall health, and encourages Americans to become more conscious consumers. Directed by Robert Kenner and featuring prominent authors Michael Pollan (The Omnivore's Dilemma and In Defense of Food) and Eric Schlosser (Fast Food Nation), it has been heralded as 'essential viewing,' by the Los Angeles Times. Rolling Stone film critic Peter Travers writes, 'Don't take another bite till you see Food, Inc.'

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. 'The more they know about where their food comes from, the more they will appreciate what we do.'

Through its commitment to Food with Integrity, Chipotle serves more naturally raised meat (from animals that are raised in a humane way, never given antibiotics or added hormones, and fed a pure vegetarian diet) than any restaurant in the world. In addition, an increasing percentage (currently 35 percent) of Chipotle's beans are organically grown, it is purchasing locally grown produce when seasonally available, and all of the dairy the chain uses is made with milk from cows that are never given the synthetic hormone rBGH.

'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. 'Chipotle's philosophy shares many of the same values expressed in 'Food, Inc' and we are very pleased with their support of our film.'