Chipotle serves up organic drinks, new virtual farmers’ market

Chipotle Mexican Grill Hero-TractorBeverages
Chipotle offers non-GMO and certified organic lemonades, Aguas Frescas, and tea from farmer-created Tractor Beverage Co. at participating locations.

NEWPORT BEACH, Calif. – Chipotle Mexican Grill now serves organic beverages alongside its tacos, burritos, and burrito bowls. In partnership with the Tractor Beverage Co., the fast-serve restaurant with its commitment to sustainability offers the farmer-created brand’s non-GMO and certified organic lemonades, Aguas Frescas, and tea.

According to the company, 5 percent of profits from the sale of Tractor Beverage organic drinks will be used to support farmers – an expansion of its existing farmer support programs.

“Adding Tractor Beverage Co. products and introducing beverages with integrity is a notable evolution for the Chipotle menu,” said Chris Brandt, chief marketing officer in a statement. “Now our fans can enjoy delicious, all-natural drinks made with real ingredients while supporting the farming community.”

Chipotle’s virtual farmers’ market

VirtualFarmersMarket
Through individualized online marketplaces, Chipotle suppliers will be able to sell meat, dairy and grain products, and other items directly to consumers across the country via Chipotle’s virtual farmers’ market.

The Mexican grill has long supported locally and sustainably sourced products through its supply chain. Now, the public will have access to those suppliers through Chipotle’s new virtual farmers’ market. The company will help farmers develop their own individualized online marketplaces on Shopify.

The COVID-19 pandemic has wreaked havoc on the commercial food producer supply chain as many restaurants were forced to close or limit service over the past few months. As a result, millions of pounds of food were destroyed because suppliers saw decreased commercial demand and had no access to retail customers. According to Chipotle, its virtual farmers’ market aims to give Chipotle’s suppliers a new stream of revenue and enhance their commitment to sustainable farming practices amid unforeseen circumstances.

“It can be intimidating for many family farms to change the way they do business, so we’re giving our suppliers the right tools and resources to successfully launch improved eCommerce platforms,” Brandt said in a statement. “Our food with integrity values start with our farmers and helping them adapt to new technologies and ways of reaching the consumer is crucial for both the future of the farming industry and Chipotle.”

The virtual farmers’ market will initially feature the following companies: Niman Ranch, Petaluma Creamery, McKaskle Family Farm, and Meister Cheese.

For more information on Chipotle’s new organic drink offerings, visit chipotle.com, and to learn more about Chipotle’s virtual farmers’ market, visit farmersmarket.chipotle.com.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.