Chipotle Mexican Grill debuted a short animated film on Tuesday called “Back to the Start,” about a fictional farmer’s choice to move away from industrial production towards more sustainable methods.
The two-minute film will be shown nationally beginning in September at movie theaters prior to feature films. It is part of the fast-casual chain’s ongoing “Food With Integrity” movement, which educates consumers about Chipotle’s use of local and sustainable farm suppliers.
“We have always understood the importance of serving food that is raised right,” said Steve Ells, founder, chair and chief executive of Denver-based Chipotle. “We produced this film to help illustrate the choices people face in deciding what to eat, and hope that it will encourage people to choose food that is raised with respect for the land, the animals and the farmers that produce it.”
The film features Willie Nelson singing the Coldplay song “The Scientist,” as the story of a family farmer whose business evolves into a factory farm unfolds. The farmer goes “back to the start” by returning to sustainable methods.
The song is available for download on iTunes, with label and artist proceeds going to The Chipotle Cultivate Foundation, which supports food chain sustainability efforts.
Watch the film