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JoTo In: Chipotle steps up

I have to admit that we are very impressed with Chipotle. For those of you who are not familiar with them, Chipotle is a restaurant chain with a unique philosophy of serving food with integrity. They are adamantly against Big Agra and believe in creating a sustainable food network.

They recently release a video (Back to the Start) featuring the voice of Willie Nelson singing Coldplay’s haunting classic ‘The Scientist’. The film, by film-maker Johnny Kelly, depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system.

Chipotle CEO Steve Ellis said, “We have always understood the importance of serving food that is raised right. 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.”

As far as we are concerned Chipotle is JoTo In!  Cultivate a Better World.


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