Revolution for a $1 million fundraiser designed to highlight the
horrors of eating processed food. This Halloween, Sunday, October
31st, visit any Chipotle restaurant between 6 p.m. and closing time
dressed as a horrifying processed food product, and Chipotle will
treat costumed customers to a burrito made with wholesome, naturally
raised ingredients for only $2. Proceeds from the "Boorito 2010: The
Horrors of Processed Food" program, up to $1 million, will benefit
Jamie Oliver's Food Revolution.
"We have a long-standing tradition of rewarding our customers who
dress up as their favorite Chipotle menu item with a free burrito on
Halloween," said Steve Ells, founder, chairman and co-CEO of Chipotle.
"It's always been a fun promotion, but we wanted to do more with it
this year and use the opportunity to reinforce with our customers our
belief in the importance of eating wholesome, unprocessed foods."
Ells and Oliver are both committed to changing the nation's food
system for the better and improving the way Americans eat by making
better food accessible to everyone. Ells's efforts are focused on
Chipotle's ongoing quest to serve what he calls "Food with Integrity,"
and Oliver's on his highly visible Food Revolution campaign designed
to get people cooking and eating fresh food.
"We have begun a national movement to change the way America eats,"
said Oliver, a celebrity chef and creator of the Emmy award-winning
program, Jamie Oliver's Food Revolution. "The campaign is all about
making fresh food accessible to everyone in their schools, communities
and homes. With help from Chipotle, we can help people make better
food choices when they eat out."
As part of its "Boorito 2010: The Horrors of Processed Food" Halloween
program, Chipotle will also host an online costume contest, with a
prize for the most horrifying processed food costume. To enter,
customers can take a photo in their costumes at a Chipotle restaurant
on Halloween and post it online at chipotle.com/boorito. One grand
prize winner will receive $2,500, with five runners up getting $1,000
each. Twenty honorable mention winners will receive a burrito party
for 20 guests at the Chipotle location of their choice.
Chipotle is committed to using premium quality ingredients from more
sustainable sources in its more than 1,000 restaurants. Chipotle calls
this commitment to fresh unprocessed foods cooked using classical
cooking techniques and raised with respect for the animals, the
environment and the farmers "Food with Integrity." Chipotle's fresh
ingredients include naturally raised meats from animals that are
raised in a humane way, never given antibiotics or added hormones, and
fed a vegetarian diet, increasing amounts of local and organically
grown produce, and dairy products made with milk from cows that are
not treated with the synthetic hormone rBGH (recombinant bovine growth
hormone).
Jamie Oliver, the impassioned chef, TV personality and best-selling
author is determined to take on the high statistics of obesity, heart
disease and diabetes in this country, where our nation's children are
the first generation not expected to live as long as their parents.
Jamie Oliver's Food Revolution is a national movement which will bring
together millions of people across America and inspire them to change
they way they eat. At its heart is a powerful strategy to get people
to cook again, to replace processed food with fresh, unprocessed meals
when they eat out, in schools and at home. Chipotle's contribution of
up to $1 million will be used to help Oliver and his foundation
inspire the nation to stand up for better food for their families.
Oliver's quest for better food started in the UK with his successful
campaign to bring fresh healthy food into the UK school system. Last
year, Oliver brought his campaign to America. His efforts to change
the way people eat in a small West Virginia town were chronicled in
the Emmy award-winning ABC series Jamie Oliver's Food Revolution.
For more information, visit Jamiesfoodrevolution.com.
About Chipotle
Steve Ells, founder, chairman and co-CEO, started Chipotle with the
idea that food served fast did not have to be a typical fast food
experience. Today, Chipotle continues to offer a focused menu of
burritos, tacos, burrito bowls (a burrito without the tortilla) and
salads made from fresh, high-quality raw ingredients, prepared using
classic cooking methods and served in a distinctive atmosphere.
Through our vision of Food with Integrity, Chipotle is seeking better
food not only from using fresh ingredients, but ingredients that are
sustainably grown and naturally raised with respect for the animals,
the land, and the farmers who produce the food. Chipotle opened its
first restaurant in 1993 and currently operates more than 1,000
restaurants. For more information, visit Chipotle.com.
About Jamie Oliver's Food Revolution
Jamie's Food Revolution is about saving America's health by changing
how it eats. Switching from processed to fresh food will not only make
Americans feel better but it will add years to their lives. The Jamie
Oliver Foundation is partnering with "America Gives Back" to raise
funds for the campaign.
