An interview with Chris Arnold, Communications Director at Chipotle Mexican Grill, about the delicate relationship between sustainability and brand communications and how educating consumers about sustainability issues they might not be aware of can drive industry-wide change.
‘Food with Integrity’ isn’t so much a brand promise as it is an operating philosophy. At Chipotle, we are guided by the notion of ‘Food with Integrity’—always looking for better, sustainable sources for all of our ingredients and better cooking methods for all of our foods. For example, all of our meat is naturally raised and no hormones or chemicals are ever used. We are making significant progress with sourcing cream (used in our sour cream) solely from free-range dairy cows. Only more recently has this philosophy become the primary basis for our communications. We didn’t do these things to give ourselves a marketing platform. We do it because we believe that it is the right thing to do and results in better tasting food. Recently, we’ve seen that more and more consumers are receptive to learning about where their food comes from, so we’ve begun to align our communications around this. Read more here