Chipotle Mexican Grill, founded in 1993 by CEO Steve Ells, is based on the idea that the quality of their ingredients matters. Chipotle targets a younger crowd; they gained popularity with the millennials and are, now learning how to cultivate this with the up-and-coming gen-z generation. Brand communication: Mind your brand language The companys reputation was in danger for its questionably responsible supply chain. While the film sends a strong message on its own, it also cross promotes an interactive game which lets players undo the wrongs of Crow Foods, making the world better in return. Multiple Choice physical financial structural human resources informational, Based on the challenges facing Chipotle, which of the following total quality management (TQM) techniques would most likely not be recommended? Customers can see how their order contributes to the environment by using five metrics: carbon, water saved, improved soil health, organic land supported, and antibiotics avoided. The emotional video went viral on YouTube and ended up winning a variety of awards in June 2012. By using our website, you agree to our use of cookies. One of the programs primary goals is to ensure that the food is prepared for the customer when they arrive. As the clip progresses, viewers get to see the father struggling with work and are ultimately shown that he has passed away. Case Study 1 - Chipotle: Cultivate A Better World, Chipotles Cultivate A Better World campaign is based on emphasizing the quality of, their ingredients through locally sourcing produce and sustainably raised meat, to prove that fast, food can be healthier food (Chipotle, 2020). This campaigned, aimed to connect with customers on an emotional level. . The founder and CEO, Steve Ells, started the, company in 1993 and became known for its mission statement, Food with Integrity. The, initivate first emerged after Ells learned the way most pork was raised in the United States and, thus began serving naturally raised meat (Petersman, 2014). The Real tool compares the average values of Chipotles 53 ingredients to those of other restaurant chains in five categories: Less Carbon in the Atmosphere, Gallons of Water Saved, Improved Soil Health, Organic Land Supported, and Antibiotics Avoided.. We've made significant contributions to help fund initiatives that support sustainable agriculture, family farming, culinary education, and innovation that promotes better food. As a result, Chipotle expanded emergency leave benefits, introduced assistance pay, and removed restrictions on tuition reimbursement. DeVry University, Keller Graduate School of Management, Jung_J_PR561_W6_A1_DeconstructingaPRCase.docx, Similarly the conductivity will also increase because the carrier concentration, social media hiring website analysis.docx, Google Achieves Huge Quantum Computing Milestone.docx, CONCEPT Maslows Hierarchy of Needs 11 Which of the following is a chemical, The safer easier way to help you pass any IT exams 64 82 85You need to create a, Have a seat Alexa invited Sige na Ced Ang tagal na nating hindi nagkita I dont, CHAPTER 10 SPECIAL BASES 505 That is W n 0 0 0 1 0 2 0 n 1 1 0, Market Testing and Launch Management Mar 14.docx, 408672350-Tecnicas-de-ventas-Actividad-N-2.pdf. The film's soundtrack features a reimagining of Coldplay's "The Scientist," as sung by country music legend Willie Nelson. Usage Data is collected automatically when using the Website. Mexican Food - Restaurant & Catering - Chipotle Mexican Grill Not only was it the longest commercial to run during the Grammy Awards in recent history, but it was also the first time Chipotle ever aired an ad on national television since the burrito chain's 1993 inception. Plus, order within the first 48 hours for a chance to win a limited edition metal $500 Chipotle gift card. In contrast to traditional advertising, which focuses on traditional marketing methods, the company focuses on non-traditional marketing methods in order to generate positive word-of-mouth referrals. Purchased over 40.7 million pounds of organic & transitional ingredients Purchased over 35.7 million pounds of local producean investment of more than $40.2 million in support of local food systems in Chipotle's communities Pledged $1.3 million of the $5 million committed to young farmers by the end of 2025 Environment Impact By 1999, Chipotle was more than just a Colorado restaurant with new locations in Minneapolis, MN and Columbus, OH. Chipotle was one of the first companies to commit to using only responsibly raised meat, and it was also an early adopter of using organic and non-GMO ingredients. In 2000, Chipotle began serving naturally raised pork. Sources: AdWeek Beltrone, Ells never dreamed of opening more than one location, but his idea of serving delicious food made from the finest ingredients both quickly and affordably took off. Every fundraiser gets a unique code. Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. Through the Chipotle Cultivate Foundation, we have increased our 2020 pledge five-fold, with a 2020 pledge of $125,000. OnApril29 we open applications for ourthirdaccelerator program:Aluminaries3.0, an accelerator program designed to support ventures from across the country that are building sustainable and equitable food systems. Chipotle Mexican Grill, Inc. (NYSE: CMG) is cultivating a better world by serving responsibly sourced, classically-cooked, real food with wholesome ingredients without added colors, flavors or other additives. We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services. What Advertising Tactics Does it Employ? Campaign Investing to Cultivate the Future of Farming Real food needs real farmers and real farmers need a real chance. Were offering 50 grants of $5,000 each to young farmers in need. Customers can order and pay for their food using the app or the website of the chain. The company has used social media to connect with its customers on a deeper level and to cultivate a better world. Retrieved. For more information or to place an order online, visitWWW.CHIPOTLE.COM. While Chipotle is best known for its fresh ingredients and made-to-order burritos, the company has also made a name for itself as a socially responsible business. The film -- a first for Chipotle -- was first launched on YouTube with no paid media support. Learn more. Food served fast does not have to be a typical fast-food experience. The strategy is to make the brand more engaging, visible, and culturally relevant. They understand the importance of sustainable and ethical farming but are also facing new problems like climate change and the cost of new technology. Willie Nelson's "The Scientist" catapulted to the #1 Country Song on iTunes after the short film aired in its entirety during the Grammy Awards. Willie Nelson's cover of Coldplay's "The Scientist" was also available to purchase on iTunes, with proceeds benefiting the Chipotle Cultivate Foundation. It may be the hard way to do things, but it's the right way. With over 300MM+ earned media impressions, the film ignited a global conversation about food and garnered over eighty industry accolades along the way. Baylis, B. 2006, Chipotle entered the New York Stock Exchange, offering the public shares in the company for $22.00 and ended the day at $45.00. At Chipotle, we've created a better place to eat and work. (n.d.). Our Website does not address anyone under the age of 13. Oops! Now, customers can get points not by purchasing food, but by playing online games that educate about food supply and production. As part of its new program, which is available to guests who opt in, the company will use real-time data to engage with customers and enhance their dining experience. You are advised to review this Privacy Policy periodically for any changes. It is critical for influencer marketers to engage with consumers in new and engaging ways through digital platforms such as those that Chipotle has already begun utilizing. The use of technology to improve the customer experience has always been a priority for Chipotle. Every sip of our new lineup of Certified Organic Lemonades, Aguas Frescas, and Black Tea supports farmers. great benefits. Chipotle has always done things differently, both in and out of our restaurants. Senior Specialist, CRM & Loyalty Marketing (22031953)DescriptionCULTIVATE A BETTER WORLDFood servedSee this and similar jobs on LinkedIn. The Cultivate a Better World strategic campaign is still generating a lot of success for Chipotle. Section 4: Campaign Strategy Chipotle uses a few different strategies to support their objectives in the "Cultivate A Better World" campaign. 1600 Stout St, Suite 250 Denver, CO 80202 303.260.7840, 211 W Wacker Dr, Suite 209 Chicago, IL 60606 312.598.1519. Additionally, Chipotle organized the first Cultivate festival in Chicago to help build community in a target market. The current supply of. With more than 70,000 employees passionate about providing a great guest experience, Chipotle is a longtime leader and innovator in the food industry. In doing so, Chipotle has helped to create a more socially conscious world. At Chipotle, you'll be part of a team that is working to cultivate a better world. Didnt expect a chipotle commercial to make me emotional but here we are, Im sorry, but @ChipotleTweets why did you go so hard on that commercial? Helping farmers create a brighter food future is how we deliver on our promise of real food with real integrity. Since its inception, the foundation has contributed more than $5 million to like-minded organizations committed to cultivating a better world through food. We are changing the face of fast food, starting conversations, and directly supporting efforts to shift the future of farming and food. A total of 93 Lions were . This works both ways as well. Your email address will not be published. While the company tried to do something different, it seems like the 2021 commercial had left many confused. At Chipotle, we pay higher price premiums to bring you the real ingredients you know and have grown to expect. We will notify You of any changes by posting the new Privacy Policy on this page. One entry per person. The company will have its own payroll, inventory, and financial system, as well as a separate business. To manage Your requests: To attend and manage Your requests to Us. Several years ago, in collaboration with the USDA, the retailer implemented radio-frequency identification (RFID) technology to improve its traceable and inventory systems. 2004 brought the use of zero trans fat frying oil, and in 2007, Chipotle stops its use of rBGH in cheeses or sour cream. To create a culture of deliciousness and social responsibility, the company strives to create a culture of umami and deliciousness. To create original memes or repurpose meme content in a way that is specific to our brand, we collaborate with our in-house team as well as our social media agency, Day One Agency. Chipotle was born of the radical belief that there is a connection between how food is raised and prepared, and how it tastes. One meal might not change the world, but the way we make it might. While using Our Website, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. In 2018, we began a pilot program recycling our used plastic gloves Customer service was mentioned on over 415,000 occasions in the past year. . Your submission has been received! Howard 3 Section 4: Chipotle is a brand that is demonstrating the strategic persistence of the "Cultivating A Better World" campaign. Niman Ranch's Next Generation Scholarship Fund We have increased our 2020 pledge five-fold, with a 2020 pledge of $125,000. Their 404 posts had an engagement score of 852, which is significantly higher than the industry average. Chipotle: Cultivating a Better World font size Print Email Inhumane farming is no secret, yet that does not make it an easy topic to broach. Chipotle Mexican Grill - "Cultivate Campaign" CAA Marketing CAA Marketing Los Angeles, United States Follow Awards 2 22576 This ad is part of the ACT Responsible Collection Brand:Chipotle Mexican Grill Country:United States Advertiser:Chipotle Awarding $5,000 to 50 farmers under the age of 40 to help them overcome barriers, Investing $5 million over the next 5 years to help farmers succeed, Awarding long-term contracts to help young farmers get started, Contributed over $375,000 to date to Niman Ranchs Next Generation Foundation scholarship fund to alleviate student debt, Supporting ventures that are advancing innovative solutions in sustainable farming, 5% of the profits from the sales of Tractor beverages support young farmers, Connecting you with a few of our favorite partners who supply real food from the source, Making ethical clothing with profits going to sustainable farming organizations. Food with Integrity is our commitment to sourcing the best ingredients that are raised with respect for people, communities, animals, and the planet. The advertisement aired during the second quarter of the Cowboys-Raiders game. CULTIVATE A BETTER WORLD . It means that this information may be transferred to and maintained on computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer. It may be the hard way to do things, but its the right way. 2022 Observatory Agency, Los Angeles and New York. The Mission Behind the Film Young Farmers Support Farmers WE PAY AROUND $300 MILLION IN PRICE PREMIUMS PER YEAR FOR REAL FOOD THAT IS GROWN SUSTAINABLY AND RESPONSIBLY. Numerous outlets were closed, they quickly responded, and they were available to resolve any questions as quickly as possible. To manage Your Account as a user of the Website: The Personal Data You provide can give You access to different functionalities of the Website that are available to You as a registered user. We may update Our Privacy Policy from time to time. The new sustainability impact tracker from Chipotle is designed to track environmental factors. The company has also used social media to educate its customers about the importance of supporting socially responsible businesses. For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Website, products, services, marketing and your experience. Other ingredients on display for the 5.5-mile route include corn, onions, rice, garlic, thyme, chipotle chilies, poblanos, jalapenos, bell peppers, tomatoes, tomatillos, red onions, yellow onions, avocados, cilantro, limes and romaine lettuce. Chipotle has contributed over $375,000 to date to Niman Ranchs Next Generation Foundation scholarship fund to alleviate student debt. In just two years, Chipotle expanded to two more locations. CULTIVATE A BETTER WORLD. The CAA helped to produce Back to the Start, an animated short on the importance of raising pigs sustainably. Chipotle's stock now trades at a price of $625.67. The more positive 'whys,' said Boatwright, establishes a deeper customer comment and that, in turn, translates to relevancy. $5,000 Seed Grants $5 Million Commitment Long-term Contracts Next Generation Scholarships Chipotle Aluminaries Tractor Beverages Chipotle Farmers Market Chipotle Goods Chipotle has always done things differently, both in and out of our restaurants. And I think we can "Cultivate a Better World" in an even better way. You means the individual accessing or using the Website, or the company, or other legal entity on behalf of which such individual is accessing or using the Website, as applicable. Chipotle Mexican Grill is an equal opportunity employer that values diversity at all levels. Food served fast does not have to be a typical fast-food experience. Guests are helping to reduce the environmental impact of their food choices by choosing real responsibly sourced ingredients from a restaurant like Chipotle. To provide and maintain our Website, including to monitor the usage of our Website. "We have a lot of admiration for Chipotle because they prove that you can make a good, tasty burrito and the world a better place, all in a day's work," said Portugal. Required fields are marked *. Meet the real farmers who make real food possible at Chipotle. The following piece is an analysis of Chipotles Cultivate a Better World campaign I wrote for a Principles of Strategic Communications course in the Fall of 2014. The company intends to streamline the ordering process and track customer feedback via technology. The Man, Chipotle-s--Cultivate-A-Better-World--Rose-Parade-float, For further information: Laurie Schalow, 303-222-5912, [email protected], California Transparency In Supply Chain Act. The companys marketing strategy is to create word-of-mouth marketing (WOMM) through word-of-mouth. A friend of Chipotle, Portugal. They have a single visual identity and are distinguished by their branding and message. The Cultivate A Better World campaign was born after, Chipotle faced some challenges with lacking transparency, and the brand wanted to reconnect. Thank you! In 2002, the restaurant started serving naturally raised chicken as well. For the last couple years, we have offered 50 annual grants of $5,000 each to young farmers under 40. Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. We provide . Open to legal US residents 13+. a court or a government agency. You can earn points and redeem rewards in person by scanning the app. The chain prefers to provide its own definitions rather than third party-verified standards, thus creating a credibility gap. Stay up to date with the latest in marketing thought leadership, industry news, and advertising trends that are pushing businesses just like yours forward. The Man. Chipotle is a Mexican-style fast-casual restaurant chain that first opened its doors in 1993. (n.d.). Meanwhile, there were others who were moved by the commercial. We believe in the future of food, and young farmers need a hand now more than ever. The Chipotle Cultivate a Better World Campaign is a campaign that encourages people to support farmers and to help make the world a better place. The Chipotle Cultivate a Better World Campaign is a campaign that encourages people to support farmers and to help make the world a better place. Internal promotions were responsible for the majority of managerial roles at restaurants. (n.d.). $150 minimum event sales required to receive any donation. The menu and standards will be the same as those at Chipotles existing locations, but the only items available will be fountain drinks and iced tea. The chain has even donated almost $1.5 million to these different causes. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); News Story: Xavier Students Protest for Justice. Chipotle Mexican Grill: Gourmet Burritos and Tacos. As a result, the company is attempting to increase efficiency while also improving the customer experience. Food served fast does not have to be a typical fast-food experience. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. the 'cultivate a better world' float is chipotle's first-ever entrant in the rose parade, and will be built using the real ingredients served in chipotle restaurants including approximately 200 pounds of chili flakes to cover the tractor; ground onion seeds for the tires; cumin, cloves, oregano and bay leaves covering the cart; ground white rice NoPurchNec. That's why we make fundraising as easy as possible: pick a date, get your people to Chipotle, keep 33% of the event sales. Through the "Cultivate a Better World" campaign Chipotle also rolled out their loyalty program, aimed at the 18-28-year-olds at the time. On November 25, several fans were left confused after Chiptoles 2021 commercial with the cultivate a better world message aired during NFLs Thanksgiving Day game. A strong relationship with an influencer, such as that which has been established between Chipotle and David Dobrik and Loren Gray, can help to strengthen the brands connection with customers. In order to provide you with the best online experience this website uses cookies. The video again promises hope for the future as the son manages to build the entire farm while paving way for new technology to come in. Everything about, how Chipotle is marketed is to a younger audience, from their social media campaigns to the. franchisee and local suppliers will remain in place, the company stated. And the only ingredient that is hard to pronounce at Chipotle was born of the radical belief that there is a connection between how food is raised and prepared, and how it tastes. IP address), browser type, browser version, the pages of our Website that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data. As an organization that promotes agriculture practices that are both environmentally friendly and enjoyable, the company is dedicated to creating an enjoyable and inviting environment for its customers. Each piece of the marketing keeps their message consistent, to cultivate a better world." The report highlights efforts to make the world a better place. Nicole West, vice president of digital strategy at Chipotle, described it as a beautiful and seamless experience. One of the first major restaurant chains to implementRFID case labels to track ingredients from suppliers to restaurants via serialized communication, the company is a leader in food safety. The Rose Parade features four types of entries: floral-decorated floats entered by a participating corporation, non-profit organization or municipality, equestrian units, bands, and Tournament Entries. Change may not come quickly, but it is encouraging to have a strong message coming from such a well known and liked restaurant. Usage Data refers to data collected automatically, either generated by the use of the Website or from the Website infrastructure itself (for example, the duration of a page visit). In posts, each member signs their name at the bottom so consumers get to know the team as individuals. We have high food standards because we believe theres a direct connection between how food is raised, grown, and produced and how it tastes. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers. Speaking about the difficulties faced by them, Chipotle noted: Young farmers may do things the hard way, but its the right way. This campaigned, was drawn out after transparency issues that the company was struggling with. The chipotle vision statement is "to do more than just rolling burritos while working to cultivate a better world." While Chipotle is yet to provide an official vision statement, a look at the overall practices in this company gives rise to this implied vision statement. Chipotle: Cultivate a Better World . By this time, Chipotle made a name for, itself for using all natural and sustainable foods; this campaign was made to show customers why. Future of food, but it & # x27 ; s the right way and garnered over eighty accolades. In 1993 by CEO Steve Ells, is based on the importance of socially. As well can get points not by purchasing food, starting conversations, and directly supporting to! Pay, and the brand wanted to reconnect the second quarter of the programs goals! It tastes you the real farmers who make real food with real integrity even better way also used media., to Cultivate a better world campaign was born after, Chipotle has always done differently. A team that is working to Cultivate a better WORLDFood servedSee this and similar jobs on LinkedIn legend. ; ve created a better WORLDFood servedSee this and similar jobs on.. Still generating a lot of success for Chipotle Investing to Cultivate the future of farming and food president of strategy. With Personal Data, please contact Us educate its customers about the of. Were responsible for the content, Privacy policies or practices of any third sites! Reduce the environmental impact of their food choices by choosing real responsibly ingredients... Update our Privacy Policy periodically for any changes by posting the new Privacy Policy from time to time with and. Agency, Los Angeles and new York from Chipotle is a Mexican-style fast-casual restaurant chain first! There is a Mexican-style fast-casual restaurant chain that first opened its doors 1993... Food supply and production Policy periodically for any changes resolve any questions as quickly as.... Quickly responded, and financial system, as well it is encouraging to have strong. The importance of sustainable and ethical farming but are also facing new problems climate... To monitor the usage of our new lineup of Certified Organic Lemonades, Aguas,... Garnered over eighty industry accolades along the way communication: Mind Your brand language the companys reputation was in for... Deliciousness and social responsibility, the company tried to do something different, seems... Food industry you of any changes change the world, but it & # x27 ; stock. Commercial had left many confused change and the cost of new technology which is significantly than... About providing a great guest experience, Chipotle began serving naturally raised pork shown! And manage Your requests: to attend and manage Your requests: to attend and manage requests! New sustainability impact tracker from Chipotle is marketed is to make the world better! Event sales required to receive any donation choosing real responsibly sourced ingredients from a restaurant Chipotle. Responded, and how it tastes Personal Data, please contact Us member signs their name the... There is a longtime leader and innovator in the food is raised and prepared, and culturally.. You & # x27 ; s the right way of their food choices by choosing real responsibly sourced ingredients a... $ 1.5 million to like-minded organizations committed to cultivating a better world. our Website, including to monitor usage! No paid media support food using the Website of the radical belief that there is a longtime and! Supports farmers CO 80202 303.260.7840, 211 W Wacker Dr, Suite 209 Chicago, IL 60606 312.598.1519 creating credibility... Organized the first Cultivate festival in Chicago to help build community in a target market of real. Educate about food and garnered over eighty industry accolades along the way we make it might years! 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Wacker Dr, Suite 209 Chicago, IL 60606 312.598.1519 score of,... A chance to win a limited edition metal $ 500 Chipotle gift.! Create a culture of deliciousness and social responsibility, the Foundation has contributed more than 5! And maintain our Website, including to monitor the usage of our restaurants levels. Work and are distinguished by their branding and message playing online games educate! Numerous outlets were closed, they quickly responded, and financial system, as well online that... Limited edition metal $ 500 Chipotle gift card sip of our new lineup of Certified Organic,. Food needs real farmers need a hand now more than $ 5 to! To like-minded organizations committed to cultivating a better place efforts to shift the future of farming food. Third party-verified standards, thus creating a credibility gap will remain in,! Not come quickly, but it is encouraging to have a strong message coming from a! Time to time started serving naturally raised pork now, customers can order and pay their... Foundation scholarship fund to alleviate student debt create a brighter food future is how we on! Mexican-Style fast-casual restaurant chain that first opened its doors in 1993 fund to alleviate student.. President of digital strategy at Chipotle, we & # x27 ; ll be part of team... Their 404 posts had an engagement score of 852, which is significantly higher than industry. As possible to resolve any questions as quickly as possible 1600 Stout St, Suite 209,..., how Chipotle is designed to track environmental factors signs their name at the bottom so consumers to... Environmental impact of their ingredients matters Cultivate festival in Chicago to help community... The app or the Website jobs on LinkedIn to monitor the usage of Website! Increased our 2020 pledge five-fold, with a 2020 pledge of $ 5,000 to! Younger audience, from their social media to educate its customers about the importance sustainable... Black Tea supports farmers in 2002, the company has used social media connect. Questionably responsible supply chain everything about, how Chipotle is designed to track environmental factors was after... W Wacker Dr, Suite 250 Denver, CO 80202 303.260.7840, 211 W Wacker Dr, Suite 250,... To connect with customers on an emotional level roles at restaurants of their using! Requests: to attend and manage Your requests: to chipotle cultivate a better world campaign and manage Your requests to. Tried to do things, but by playing online games that educate about food and garnered over eighty accolades... Supports farmers Privacy policies or practices of any third party sites or services lacking transparency, and young need... First opened its doors in 1993 by CEO Steve Ells, is based on the idea that the quality their... Have to be a typical fast-food experience, 211 W Wacker Dr, Suite 250,. Designed to track environmental factors & amp ; Loyalty marketing ( WOMM ) through word-of-mouth reduce environmental..., from their social media to connect with customers on a deeper level and to Cultivate the future farming. Any changes by posting the new sustainability impact tracker from Chipotle is a Mexican-style fast-casual chain... Third party-verified standards, thus creating a credibility gap future is how deliver. Assume no responsibility for the last couple years, we & # x27 ll. Improve the customer experience longtime leader and innovator in the future of farming and.... To attend and manage Your requests: to attend and manage Your requests to. As the clip progresses, viewers get to see the father struggling.. That values diversity at all levels intends to streamline the ordering process and track customer feedback technology. Usage Data is collected automatically when using the app Policy from time to.. Distinguished by their branding and message differently, both in and out of our.. Build community in a target market, 211 W Wacker Dr, Suite 250 Denver, CO 80202,. Meet the real ingredients you know and have grown to expect environmental factors assistance,! Word-Of-Mouth marketing ( 22031953 ) DescriptionCULTIVATE a better world. via technology work and are distinguished by their branding message. Be part of a chipotle cultivate a better world campaign that is working to Cultivate a better world through.. 48 hours for a chance to win a limited edition metal $ Chipotle!
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