Viva la Revolucion!


DENVER — Chipotle Mexican Grill, with locations across the states as well as two Canadian locations — both in Toronto — has partnered with Jamie Oliver’s Food Revolution for a $1-million fundraiser designed to highlight the horrors of processed food.

This Halloween, Sunday, Oct. 31, customers who dine between 6 p.m. and closing time dressed as their favourite, or most feared processed food product, will be treated to a burrito, made with 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 favourite 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.”

”We have begun a national movement to change the way America eats,” says international celebrity chef Jamie Oliver. “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” program, Chipotle will also host an online 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 One grand prize winner will receive $2,500, with five runners up winning $1,000 each. Twenty honourable mention winners will receive a burrito party for 20 guests at the Chipotle location of their choice.

While the promotion has a light-hearted Halloween theme, the food revolution is nothing new at the Mexican chain. Chipotle’s fresh ingredients include naturally raised meats from animals that are raised in a humane way — on a vegetarian diet without antibiotics or added hormones, 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).

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