Survey Shows That 81 Percent of Consumers Would Prefer to Purchase
Dairy Products Produced without Added Hormones
DENVER--(BUSINESS WIRE)--Nov. 5, 2007--Before the end 2007,
Chipotle Mexican Grill (NYSE: CMG and CMG.B) will no longer serve any
cheese made with milk from cows treated with the synthetic hormone
rBGH (recombinant bovine growth hormone). That will make Chipotle the
first national restaurant chain to eliminate rBGH entirely from items
on its menu.
Chipotle began serving 100% rBGH-free sour cream last year, and
has begun shifting to rBGH-free cheese over the last several months, a
move it will complete by year-end, making 100% of its cheese
rBGH-free. It also serves rBGH-free, organic milk at some of its
locations.
rBGH, also called recombinant bovine somatotropin or rBST, is a
synthetic hormone that stimulates milk production in dairy cattle. Use
of rBGH has been banned in a number of countries, including 25
European nations, Canada, Australia, New Zealand, and Japan. Since its
approval by the U.S. Food and Drug Administration in 1993, the use of
the hormone in this country has been controversial for many reasons,
including potential health concerns for humans and the animals treated
with the hormone.
"We want to change the way the world thinks about and eats fast
food," said Chipotle Founder, Chairman and CEO, Steve Ells. "Serving
our customers cheese and sour cream without rBGH is the responsible
thing to do. It's better for our customers, better for the animals,
and better for the food system."
Today's announcement represents the latest development in
Chipotle's Food With Integrity mission - a commitment to making
socially responsible, gourmet food available and affordable so
everyone can eat better. To that end, Chipotle now serves more
naturally raised meat than any restaurant in the world - meat raised
humanely without antibiotics or added growth hormones, and fed a pure
vegetarian diet. Beyond naturally raised meat and rBGH-free dairy, 25
percent of the black and pinto beans Chipotle serves are organically
grown.
"We care about the quality of the ingredients we are serving,"
said Ells. "Everyone should have access to great-quality,
great-tasting food. So, we look for ingredients that are grown and
raised with care and respect."
According to the results of a recent survey conducted by Opinion
Research Corporation, 81 percent of respondents would prefer to buy
dairy products derived from cows that do not receive synthetic
hormones, assuming little or no pricing difference. Other findings
from the Opinion Research Corporation survey include:
- Of those who said they would not prefer to buy rBGH-free dairy
products, 64 percent said that they would buy rBGH-free dairy
products if the synthetic hormone was linked to health issues
with humans, and 42 percent said they would if the use of rBGH
was linked to health issues with dairy cattle.
- Fifty-eight percent of respondents were aware that many dairy
cows in this country are treated with rBGH.
- Nearly half of those who had no preference said they would
prefer to buy rBGH-free dairy products if they knew the
hormone was banned in a number of other countries.
"Chipotle has been making positive changes to the food supply
system for a number of years, and we're extremely pleased that they've
chosen to make being rBGH-free part of that commitment," said Rick
North, director of the Oregon Physicians for Social Responsibility's
Campaign for Safe Food, a non-profit group that's been collaborating
on a nationwide education campaign opposing rBGH. "As consumers become
more aware of the issues associated with rBGH use and the alternatives
companies like Chipotle are providing, they are clearly stating their
preference for rBGH-free dairy products."
About Chipotle
Chipotle Mexican Grill (NYSE: CMG and CMG.B) offers a focused menu
of burritos, tacos, burrito bowls (a burrito without the tortilla) and
salads made from fresh, high-quality raw ingredients, prepared using
classic cooking methods and served in a distinctive atmosphere.
Through our vision of Food with Integrity, Chipotle is seeking better
food not only from a variety of fresh ingredients, but ingredients
that are sustainably grown and naturally raised with respect for
animals, the land, and the farmers who produce the food. Chipotle
opened its first restaurant in 1993 and operates more than 670
restaurants today. For more information, visit www.chipotle.com.
CONTACT: Chipotle Mexican Grill
Chris Arnold, 303-222-5912
carnold@chipotle.com
SOURCE: Chipotle Mexican Grill
