Chipotle’s motto is “Food with Integrity.” Although the burrito joint is a fast food establishment, it tries to source meat and other ingredients from small farms practicing sustainable agriculture. Animals are treated like … animals, not factory inputs.
To emphasize their values, Chipotle recently created a short video clip depicting a farmer going full cycle from small farm to factory farm and back.
Not that a burrito is your best nutritional option for lunch, but if you need to decide between a Whopper or half a burrito, Chipotle wins on both fronts:
1. Nutrition – see a comparison here
2. Ingredient sourcing
So far Chipotle has been able to do the sustainable song and dance because it is a relatively small chain – only 1000 locations. Imagine if McDonald’s (14,000 US locations, 32,000 globally) made the decision to source chicken only from small, sustainable, family farms. Now that would be a revolution.