Is it doing all the noise of sustainable production to create attention of the market?
I begin my discussion wherein Chipotle is asked by Trilium Asset Management, a consortium of institutional investors, to submit sustainability report in its annual report to know if company follows environmental, social, and governance practices. Chipotle as of 2014 has not submitted such report, while other companies in its industry category have already obliged. (Patton, L.2015). This evasive action puts some doubts on my mind about the honesty of the company.
I question also its honesty because a study comparing Chipotle and McDonalds, showed Chipotle food has more calories. (Fotrell, Q.2014). It is like fooling the people. Despite of this, people perceived Chipotle’s food as a better quality, thus company has managed to create “healthy halo” around the product. The customization (a system where they can choose their own ingredient) and preparing the food in front of customers did wonders, plus its assurance that Chipotle is constantly seeking fresh and sustainable grown food sources. To me, the “healthy halo” effect means a protective perception when Chipotle put the word “food with integrity” and organic foods, so people assume that the food is healthy.
However, following evidences convinced me to believe Ells supports sustainability not only in words but in practice. According to Chipotle’s own website Ells has been buying naturally raised pork since 1999. He partners with local suppliers to be assured of the quality of its vegetables and meat are in compliance with the quality standards of Chipotle. Company is an advocate of raising animals in humane way, never given hormones and fed vegan way. Local produce of farms should only be within 560 kilometer of the restaurant to be assured of freshness (Chipotle.com)
My belief is based on acts and ...
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