NEWPORT BEACH, Calif. — November 16, 2021 — Chipotle Mexican Grill today unveiled a new film called “A Future Begins” created by Observatory, a sequel to Chipotle’s award-winning 2011 film “Back to the Start” featuring Willie Nelson’s cover of Coldplay’s “The Scientist.” “A Future Begins” premieres new music from GRAMMY AWARD®-winning singer/songwriter Kacey Musgraves who reimagined Coldplay’s “Fix You,” as the score to the film.
“A Future Begins” can be viewed in its entirety here: https://youtu.be/HnwzRmqbWwE.
Coldplay’s 2005 classic “Fix You” reimagined by Kacey Musgraves is available to stream or buy on all digital platforms now: https://Kacey.lnk.to/fixyou.
At a time where Americans are coming together for the holidays, Chipotle has unveiled a new stop motion animation, based on the true story of a Chipotle farmer, that champions a family farm’s remarkable revival. The production begins by depicting a farming family sending their child off to college. While the family battles to keep their farm intact, ultimately putting their land up for sale, the child struggles to discover his calling away at school. After a moment passes where his true duty becomes clear, the child returns to save the family farm by introducing new technology and sustainable growing techniques, which are inspired by current Chipotle suppliers and partners.
The Bigger Picture
The emotionally charged, short film creatively shines a light on the enormous challenges facing the U.S. farming industry today. Over the last five years, U.S. agriculture lost over 40 times more farmers than it gained*, challenging the future of small and midsized farms throughout the country. Chipotle, which sources more local produce than any other national restaurant brand, is committed to Cultivating a Better World by sourcing meat that is raised without sub-therapeutic antibiotics and growth hormones and supporting farms that treat their animals humanely and prioritize environmentally friendly farming practices.
“我真的相信支持家庭经营的企业。我本人来自一个小企业主家族，我来自德克萨斯州的倒下。” Musgraves说。“我知道，在过去的十年中，美国农场面临着威胁其生存的巨大挑战，农业的未来取决于支持下一代年轻农民。为了能够重新构想这样的经典歌曲，同时支持Chipotle的惊人事业对我来说意义重大。”
In addition to creating “A Future Begins,” Chipotle is supporting farmers with the following initiatives.
Chipotle and the 2023 Farm Bill
The biggest barrier to entry for many aspiring young farmers is access to land. In the last decade alone, the U.S. has lost more than 20 million acres of farmland, a trend that continues at an average rate of 2 million acres per year**. As a response to this development, Chipotle is supporting the National Young Farmers Coalition and its movement to advocate for policy change in the 2023 Farm Bill that would facilitate equitable access to up to one million acres of land for the next generation of farmers.
To join the campaign and impact the 2023 Farm Bill, guests can visit: www.chipotle.com/farmers. Adding your name will help the National Young Farmers Coalition advocate for Congress to invest $2.5 billion toward securing access to up to one million acres for young farmers.
通过该品牌的真正变化功能，客人还可以通过将其订单总计到11月底的Chipotle应用程序或Chipotle.com上的下一个最高美元来支持全国年轻农民联盟。
该计划的补充是Chipotle在未来五年内对支持农业未来的500万美元的更大承诺。Chipotle正在帮助40岁以下的农民以诚信标准获得长期合同的符合其粮食。该品牌与国家年轻农民联盟合作，还在为年度种子赠款计划提供资金，该计划将帮助开始或建立农场的年轻农民。
“‘Back to the Start’ was an iconic moment in advertising almost a decade ago, serving as the brand’s first-ever national TV ad,” said Chris Brandt, Chief Marketing Officer at Chipotle. “While Chipotle’s values remain unchanged, the urgency behind our efforts to revitalize farming has only intensified. ‘A Future Begins’ opens the next chapter in our mission to make real change for the future of real food.”
Carhartt合作
为了纪念“未来开始”的首映式，Chipotle与美国高级工作服品牌Carhartt合作，进行了两次独家发布。该伙伴关系强调了Chipotle和Carhartt对农业未来的共同承诺。
- Limited Edition Pieces
- Chipotle和Carhartt将放弃少数限量版作品，包括定制的围裙，夹克，帽子和各种补丁，突出了Chipotle的使命，以支持下一代农民。该生产线计划于11月19日在chipotlegoods.com上下午9点/下午12点在美国东部时间下午12点下降。这些物品的销售利润将捐赠给专注于支持年轻农民，使服装和食品更可持续的计划。
- Shop the Look
- Carhartt使用了一些经典作品，创造了四种可购物外观，灵感来自“未来开始”中的角色。粉丝们可以通过访问来购买外观：www.carhartt.com/chipotle。
*资料来源：USDA农场，土地在农场和牲畜行动 - 2010年摘要和USDA农场以及农场的土地 - 2020年摘要
**SOURCE: Farm Progress
发表于2021年11月16日
资料来源：Chipotle Mexican Grill，Inc。
