Chipotle Mexican Grill, your favorite burrito stop around the corner, has announced its move to serve only 100% naturally raised beef in its barbacoa and steak dishes.
Chipotle estimates that it will serve nearly 23 million pounds of naturally raised beef this year. The increased supply will allow all California Chipotle restaurants to serve premium, naturally raised beef.
The restaurant expects to serve over 75 million pounds of naturally raised meat in 2010, including all of its pork, 80% of its chicken, and 85% of its beef. All of the naturally raised meat comes from animals raised humanely, fed a pure vegetarian diet, and never given hormones or antibiotics.
“When we started serving pork from naturally raised pigs more than a decade ago, we did it because we thought it was a better way to raise animals and it produced better tasting food,” said Steve Ells, founder, chairman and co-CEO of Chipotle.
“That gave rise to our commitment to find better, more sustainable sources for all of the ingredients we use. We call this commitment ‘Food with Integrity’ and it is one of the ways we are changing the way people think about and eat fast food.”
Chipotle’s commitment to quality doesn’t stop with meat: it is currently the only national restaurant chain that has showed continued commitment to serving local and organic produce. Additionally, Chipotle was the first national restaurant chain to serve dairy products produced made with milk from cows not treated with the synthetic hormone rBGH (recombinant bovine growth hormone).
Ells says “Food with Integrity” isn’t just creating opportunities for farmers and suppliers, it’s also helping to build awareness and increase demand for sustainably raised foods among customers.
“We are teaching our customers about the tastes and benefits of eating fresh, naturally raised foods, and the more they come to appreciate that, the more they are going to want them from others,” said Ells.
“It is certainly challenging to find better ingredients from more sustainable sources, but we believe it’s the right thing to do and will continue to lead the industry in serving food made with these better ingredients.”
Chipotle’s tasty burritos have become so popular that the restaurant has been unable to meet demand for naturally raised chicken in 2010. Plans are in place to return supplies to 100% naturally raised chicken by the end of 2010.
About Chipotle
Founder, chairman, and co-CEO Steve Ells opened the first Chipotle restaurant in 1993 with a simple philosophy in mind: food served fast does not have to be typical fast food. 17 years later and 1000 restaurant locations later, Chipotle continues to offer high quality food and service, with a menu focusing on burritos, tacos, burrito bowls, and salads, all prepared with the best quality ingredients.
Chipotle’s vision for “Food with Integrity” is not just about fresh ingredients, but ingredients sustainably grown and naturally raised with respect for animals, land, and farmers.
