Mexican-style fast casual also partners with Young Farmers Coalition, Carhartt to raise funds for cause
Chipotle Mexican Grill launched a new campaign to support young farmers, which features the new film “A Future Begins,” premiering new music from Kacey Musgraves, a GRAMMY-award-winning singer and songwriter. The movie was created by Observatory in a follow-up to its award-winning 2011 film for Chipotle, “Back to the Start,” featuring Willie Nelson. In the soundtrack, Musgraves sings a reimagined version of “Fix You” by Coldplay.
The new campaign calls attention to the need for supporting the preservation of farmland and the next generation of farmers with the 2023 Farm Bill.
The short film shines the spotlight on the challenges that face the farm industry. According to data cited by Chipotle (USDA Farms, Land in Farms, and Livestock Operations), the US agriculture industry has lost over 40 times more farmers than it has gained. This poses a problem for small and mid-sized farms across the United States. Chipotle, as the leading national brand to source local produce. It is also a restaurant chain that supports farms that treat animals humanely, produce meat without sub-therapeutic antibiotics and growth hormone, and operate with a more environmentally-positive practices, and is calling attention to these challenges through “A Future Begins” and several initiatives.
“A Future Begins” storyline
In the production, a farming family sends their kid off to college. As the story develops, the family struggles to keep their farm intact, eventually putting their land up for sale, while at the same time, the child struggles to discover his calling away at school. When his “true duty becomes clear,” the child returns to save the family farm through the introduction of new technology and sustainable growing techniques, inspired by current Chipotle suppliers and partners.
“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.”
Additional Chipotle farm-supportive initiatives
Chipotle supports and advocates for the 2023 Farm Bill. The Mexican-style chain will support the National Young Farmers Coalition in its mission to advocate for policy change in the bill, which would facilitate the equitable access of up to one million acres of land for America’s next generation of farmers.
Customers can navigate to www.chipotle.com/farmers to impact these initiatives by adding their name, and telling Congress to invest $2.5B toward securing the one million acres needed. In addition, during the month of November, guests can round up and donate to the Coalition in the Chipotle app or on Chipotle’s website.
Several established and upcoming programs are backed by the fast-casual chain:
- Newport Beach, Calif.-based Chipotle has made a commitment of $5 million over the next five years to support the future of farming. Chipotle has and will continue to help farmers under the age of 40 who meet its Food with Integrity standards secure long-term contracts
- A seed grant program will assist young farmers to secure grants to start or build their farms
- Through a collaboration with Carhartt, Chipotle will celebrate the premier of “A Future Begins.” Carhartt sells premium workwear and the two will team up for two exclusive launches. Chipotle and Carhartt will drop a few limited-edition pieces, including a custom apron, jacket, hat, and several patches that highlight Chipotle’s commitment to support the next generation of farmers. Customers can be the first to access the merchandise on November 19 at 9 a.m. PT/12 p.m ET at chipotlegoods.com. The profits from sales of these items will be donated to initiatives centered around supporting young farmers and making apparel and food more sustainable
“‘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 for 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.”
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