Do have a cow, man
Coincidence or calculation? On Sunday, the U.S. Department of Agriculture announces the biggest beef recall in the nation’s history, citing the failure of a southern California slaughterhouse to heed a particular protection against mad cow disease. Earlier, employees at the plant had been videotaped using prods to force “downer” cows—animals unable to stand, a possible symptom of mad cow disease—to stand and be slaughtered. On Monday, Chipotle Mexican Grill announces that its restaurants in Minnesota are switching to “natural” beef from animals that were “humanely raised” and fed a purely vegetarian diet. Mixing animal matter into cattle feed has been identified as a cause of mad cow disease and hence is no longer legal in the U.S.
“Our commitment to working with like-minded suppliers who share our belief that food should be raised with respect for the environment, the animals, and the people involved is helping us make superior quality food, including naturally raised meat, accessible and affordable so everyone can eat better,” Chipotle CEO and founder Steve Ells said in the announcement.
Chipotle has been gradually buying more and more hormone-free meats to supply its 700-plus restaurants. Ditto for organic beans. Insiders say the chain would hurry up the changeover if it could secure enough of a supply at a feasible price. So today’s announcement was probably in the works for some time.
If that’s the case—and I for one presume it is—then the sequence of events underscores what a compelling point of difference Chipotle is offering the public. Consumers read in their daily newspaper that 143 million pounds of beef have been recalled because of a slight food-safety concern. When they log into FaceBook, they learn from one of the dozens of Chipotle sites in that network that the chain is lessening the chances that its patrons would be exposed to a peril like that, no matter how slight. And it’s promoting the humane treatment of animals in the process.
Is it any wonder the company posted a 70 percent leap in profit last year?
“Our commitment to working with like-minded suppliers who share our belief that food should be raised with respect for the environment, the animals, and the people involved is helping us make superior quality food, including naturally raised meat, accessible and affordable so everyone can eat better,” Chipotle CEO and founder Steve Ells said in the announcement.
Chipotle has been gradually buying more and more hormone-free meats to supply its 700-plus restaurants. Ditto for organic beans. Insiders say the chain would hurry up the changeover if it could secure enough of a supply at a feasible price. So today’s announcement was probably in the works for some time.
If that’s the case—and I for one presume it is—then the sequence of events underscores what a compelling point of difference Chipotle is offering the public. Consumers read in their daily newspaper that 143 million pounds of beef have been recalled because of a slight food-safety concern. When they log into FaceBook, they learn from one of the dozens of Chipotle sites in that network that the chain is lessening the chances that its patrons would be exposed to a peril like that, no matter how slight. And it’s promoting the humane treatment of animals in the process.
Is it any wonder the company posted a 70 percent leap in profit last year?
Labels: all-natural, Chipotle, food safety, hormone-free, Mad cow, Steve Ells
posted by JPeche at
8:06 PM
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