Chipotle sponsors screenings of food industry expose movie

Brandweek reports: The documentary “Food, Inc.,” which is billed as an expose of food industry practices, will be shown for free in 32 cities courtesy of chain restaurant Chipotle Mexican Grill, which touts its own use of organic ingredients and naturally raised meat. “I hope that all our customers see this film. The more they know about where their food comes from, the more they will appreciate what we do,” Chipotle co-CEO Steve Ells said.

Food, Inc., currently playing in theaters, examines unsavory practices within America’s food industry. Directed by Robert Kenner, the film features the commentary of authors Michael Pollan (The Omnivore’s Dilemma and In Defense of Food) and Eric Schlosser (Fast Food Nation), who discuss the ills of modern food production practices and the influence of major agriculture companies in shaping government policy.

Bringing this message about America’s food practices to consumers gives Chipotle an opportunity to showcase its eco-friendly “Food with integrity” philosophy.

Currently, 35 percent of the beans that Chipotle uses are organically grown, and the company touts that it serves more naturally raised meat than any other restaurant worldwide.

The screenings will take place on a single night at a local theater in each city, with special private showings for cities in which the film is not already playing. In addition to the screenings, the Chioptle plans to include a bonus feature about sustainable agriculture on the Food, Inc. DVD when it is released later this year.

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

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