Chipotle Mexican Grill has just announced their partnership with music icon and family farm advocate Willie Nelson to support sustainable farming through a new two-minute, stop-motion animated short film called “Back to the Start”.
The film features a cover of the Coldplay song “The Scientist" sung by Nelson and it will be shown on over 5,700 movie theater screens across the U.S. beginning in September. Through the film, Chipotle hopes to educate consumers about their favored farming methods, and demonstrate the differences between industrial farming and more sustainable methods.
“We have always understood the importance of serving food that is raised right,” said Steve Ells, founder, chairman and co-CEO of 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.”
This article appears in Sep 1-7, 2011.