With its affordable menu, fresh produce, and appetite-stimulating burritos, Mexican chain Chipotle can’t get any better. Or can it? Yesterday, the casual eatery announced that it has appointed Bill Niman, founder of sustainable farm Niman Ranch, as its sustainable agriculture advisor.
The fast food company, which has purchased naturally raised pork from Niman Ranch since 2001, hopes that the Niman appointment will allow Chipotle to “help carry our message of making food from sustainable sources available and affordable so everyone can eat better.” When he started Niman Ranch in 1971, Bill Niman blazed the trail for the sustainable farming movement in the United States. He took up farming with a focus on slow food principles of high-quality animal feed, natural, antibiotic- and hormone-free farming, and ethical animal care.
Are you surprised to learn of this news? Do you think that the pioneer, with his specialized focus on local agriculture, will be able to make an impact on the chain, which has more than 800 stores?