Chipotle has marketed itself as a healthier alternative to fast food since the beginning, using many organically grown and locally sourced ingredients, and eliminating additives, preservatives and other toxins often found in fast food.
Last year, the restaurant chain even took a stand in favor of California’s Proposition 37 (voted down last November), which would have required all food containing genetically modified ingredients to be labeled as such. The company stated at the time:
“At Chipotle, telling the story of our food has always been important. We want our customers to know exactly what they are eating. For us, this is real transparency—because knowing more about where our food comes from is always better than knowing less. In light of this, and our vision of Food With Integrity, we wholeheartedly support the cause of Prop 37, having endorsed the measure as soon as we heard it was on the ballot. We want to encourage you to learn as much as you can about the foods you eat, because the truth should never be hidden, and you have the right to know.”