Wednesday, October 12, 2011

Chipotle's 'Boorito' to benefit Cultivate Foundation & Farm Aid this year

The Chipotle Cultivate Foundation, in cooperation with Chipotle Mexican Grill (NYSE: CMG), has produced a short film to help promote a fundraiser to be held this Halloween at all Chipotle restaurants to benefit the Foundation and Farm Aid. The film, entitled “Abandoned,” is designed to raise awareness about the economic hardship family farmers face in the increasingly industrialized American agricultural system.

The film, directed by filmmaker David Altobelli, was shot on location at an abandoned farmhouse and features a new version of the song “Mammas Don’t Let Your Babies Grow Up to Be Cowboys,” originally made famous in a duet by Willie Nelson and Waylon Jennings. The new version of the song is sung by Karen O, lead singer of the indie rock band the Yeah Yeah Yeahs.

The film, set at night, tells the story of three boys exploring an abandoned farmhouse. With the old farm and its discarded mementos as a backdrop, the kids explore the house that was clearly left in a hurry some time ago. As the kids explore and eventually begin to vandalize the house, it becomes clear to one of the boys that the family that once lived there was very much like his own. This revelation helps him realize that this abandoned house may represent the plight of his own family and their nearby farm. A frightening moment in the house sends all the boys running back to the comfort of their still-functioning farms.

“Chipotle has a long history of supporting local family farms,” said Steve Ells, founder, chairman and co-CEO of Chipotle. “Unfortunately those farms are disappearing by the hundreds each week. With this film, we hope to spark more of a conversation about the urgency of supporting family farms and the communities they sustain.”

In addition to elevating the importance of supporting local family farms, the film is intended to raise awareness of Chipotle’s Boorito fundraiser held on Halloween at Chipotle restaurants in the US, UK and Canada. This year, through the Boorito promotion, Chipotle aims to raise up to $1 million dollars for the Chipotle Cultivate Foundation and Farm Aid.

To participate in the fundraiser, go to any Chipotle restaurant between 6 PM and closing on October 31st dressed in a costume inspired by the family farm and purchase a burrito, bowl, salad or order of tacos for only $2. Proceeds, up to $1 million, will be donated to the Chipotle Cultivate Foundation and Farm Aid. Details about the fundraiser can be found at Last year, Chipotle donated $1 million to The Jamie Oliver Food Revolution stemming from its Boorito fundraiser.

The film can be seen at

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