November 17, 2021
In a press release posted on November 16, Chipotle Mexican Grill unveiled a new film called “A Future Begins,” which has been created by the independent content agency Observatory as a sequel to Chipotle’s award-winning 2011 film “Back to the Start.”
The earlier film featured Willie Nelson‘s cover of Coldplay’s “The Scientist.” The new “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.
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 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 midsize 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.
“I truly believe in supporting family run businesses. I come from a family of small business owners myself where I’m from down in Texas,” said Musgraves. “I know that the American farm has faced a huge range of challenges over the last decade that threaten its survival, and the future of farming depends on supporting that next generation of young farmers. To be able to reimagine such a classic song while supporting an amazing cause with Chipotle really means a lot to me.”
In addition to creating “A Future Begins,” Chipotle is supporting the National Young Farmers Coalition and its movement to advocate for policy change in the 2023 Farm Bill, which 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 for up to one million acres for young farmers.
Through the brand’s real change feature, guests can also support the National Young Farmers Coalition by rounding up their order total to the next highest dollar amount on the Chipotle app or Chipotle.com through the end of November.
This program is in addition to Chipotle’s larger commitment of $5 million over the next five years to support the future of farming. Chipotle is helping farmers under the age of 40 who meet its Food with Integrity standards secure long-term contracts.
In partnership with the National Young Farmers Coalition, the brand is also allocating money to fund an annual Seed Grant program, which will assist young farmers who are starting or building their farms.
Research contact: @ChipotleTweets