Chipotle is also calling on its community of supporters to join
the brand in supporting efforts to influence the 2023 Farm Bill
with a goal of helping transition one million acres of farmland to
the next generation of farmers
NEWPORT BEACH, Calif.,
Nov. 16, 2021 /PRNewswire/
-- Chipotle Mexican Grill (NYSE: CMG) today unveiled a new
film called "A Future Begins" created by Observatory, a sequel to
Chipotle's award-winning 2011 film "Back to the Start" featuring
Willie Nelson's cover of Coldplay's
"The Scientist." "A Future Begins" premieres new music from GRAMMY
AWARD®-winning singer/songwriter Kacey
Musgraves who reimagined Coldplay's "Fix You," as the score
to the film.
"A Future Begins" can be viewed in its entirety here:
https://youtu.be/HnwzRmqbWwE.
Coldplay's 2005 classic "Fix You" reimagined by Kacey Musgraves is available to stream or buy on
all digital platforms now: https://Kacey.lnk.to/fixyou.
At a time where Americans are coming together for the holidays,
Chipotle has unveiled a new stop motion animation, based on the
true story of a Chipotle farmer, that champions a family farm's
remarkable revival. The production begins by depicting a farming
family sending their child off to college. While the family battles
to keep their farm intact, ultimately putting their land up for
sale, the child struggles to discover his calling away at school.
After a moment passes where his true duty becomes clear, the child
returns to save the family farm by introducing new technology and
sustainable growing techniques, which are inspired by current
Chipotle suppliers and partners.
The Bigger Picture
The emotionally charged, short film
creatively shines a light on the enormous challenges facing the
U.S. farming industry today. Over the last five years, U.S.
agriculture lost over 40 times more farmers than it gained*,
challenging the future of small and midsized farms throughout the
country. Chipotle, which sources more local produce than any other
national restaurant brand, is committed to Cultivating a Better
World by sourcing meat that is raised without sub-therapeutic
antibiotics and growth hormones and supporting farms that treat
their animals humanely and prioritize environmentally friendly
farming practices.
"I truly believe in supporting family run businesses. I come
from a family of small business owners myself where I'm from down
in Texas," said Musgraves. "I know
that the American farm has faced a huge range of challenges over
the last decade that threaten its survival, and the future of
farming depends on supporting that next generation of young
farmers. To be able to reimagine such a classic song while
supporting an amazing cause with Chipotle really means a lot to
me."
In addition to creating "A Future Begins," Chipotle is
supporting farmers with the following initiatives.
Chipotle and the 2023 Farm Bill
The biggest barrier to
entry for many aspiring young farmers is access to land. In the
last decade alone, the U.S. has lost more than 20 million acres of
farmland, a trend that continues at an average rate of 2 million
acres per year**. As a response to this development, Chipotle is
supporting the National Young Farmers Coalition and its
movement to advocate for policy change in the 2023 Farm Bill that
would facilitate equitable access to up to one million acres of
land for the next generation of farmers.
To join the campaign and impact the 2023 Farm Bill, guests can
visit: www.chipotle.com/farmers. Adding your name will help the
National Young Farmers Coalition advocate for Congress to invest
$2.5 billion toward securing access
to up to one million acres for young farmers.
Through the brand's real change feature, guests can also
support the National Young Farmers Coalition by rounding up their
order total to the next highest dollar amount on the Chipotle app
or Chipotle.com through the end of November.
This program is in addition to Chipotle's larger commitment of
$5 million over the next five years
to support the future of farming. Chipotle is helping farmers under
the age of 40 who meet its Food with Integrity standards secure
long-term contracts. In partnership with the National Young Farmers
Coalition, the brand is also allocating money to fund an annual
Seed Grant program, which will assist young farmers who are
starting or building their farms.
"'Back to the Start' was an iconic moment in advertising almost
a decade ago, serving as the brand's first-ever national TV ad,"
said Chris Brandt, Chief Marketing
Officer at Chipotle. "While Chipotle's values remain unchanged, the
urgency behind our efforts to revitalize farming has only
intensified. 'A Future Begins' opens the next chapter in our
mission to make real change for the future of real food."
Carhartt Collaboration
To commemorate the premiere of
"A Future Begins," Chipotle teamed up with Carhartt, America's
premium workwear brand, for a pair of exclusive launches. The
partnership highlights Chipotle and Carhartt's shared commitment to
the future of farming.
- Limited Edition Pieces
-
- Chipotle and Carhartt will be dropping a handful of limited
edition pieces, including a custom apron, jacket, hat, and a
variety of patches highlighting Chipotle's mission to support the
next generation of farmers. The line is scheduled to drop on
November 19 at 9am PT/12pm ET on
chipotlegoods.com. Profits from sales of these items will be
donated to initiatives focused on supporting young farmers and
making apparel and food more sustainable.
- Shop the Look
-
- Using some of its classic pieces, Carhartt has created four
shoppable looks inspired by characters featured in "A Future
Begins." Fans can shop the looks now by visiting:
www.carhartt.com/chipotle.
*SOURCE: USDA Farms, Land in Farms, and Livestock
Operations - 2010 Summary and USDA Farms and Land in
Farms - 2020 Summary
**SOURCE: Farm Progress
ABOUT CHIPOTLE
Chipotle Mexican Grill, Inc. (NYSE:
CMG) is cultivating a better world by serving responsibly sourced,
classically-cooked, real food with wholesome ingredients without
artificial colors, flavors or preservatives. Chipotle had nearly
2,900 restaurants as of September 30, 2021, in the United
States, Canada, the United
Kingdom, France and Germany and is the only
restaurant company of its size that owns and operates all its
restaurants. Chipotle is ranked on the Fortune 500 and is
recognized on the 2021 lists for Forbes' America's Best Employers
and Fortune's Most Admired Companies. With nearly 95,000 employees
passionate about providing a great guest experience, Chipotle is a
longtime leader and innovator in the food industry. Chipotle is
committed to making its food more accessible to everyone while
continuing to be a brand with a demonstrated purpose as it leads
the way in digital, technology and sustainable business practices.
For more information or to place an order online,
visit WWW.CHIPOTLE.COM.
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SOURCE Chipotle Mexican Grill, Inc.