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Press release from Business Wire

Chipotle and Jamie Oliver Expose the Horrors of Processed Food This Halloween

<p class=' bwalignc'> $1 Million Fundraiser Encourages People to Dress as Horrifying Processed Food </p> <p class=' bwalignc'> <span class='bwuline'><i>Proceeds to benefit Jamie Oliver's Food Revolution</i></span> </p>

Wednesday, October 06, 2010

Chipotle and Jamie Oliver Expose the Horrors of Processed Food This Halloween10:36 EDT Wednesday, October 06, 2010 DENVER (Business Wire) -- Chipotle Mexican Grill (NYSE: CMG) has partnered with Jamie Oliver's Food Revolution for a $1 million fundraiser designed to highlight the horrors of eating processed food. This Halloween, Sunday, October 31st, visit any Chipotle restaurant between 6 p.m. and closing time dressed as a horrifying processed food product, and Chipotle will treat costumed customers to a burrito made with wholesome, naturally raised ingredients for only $2. Proceeds from the “Boorito 2010: The Horrors of Processed Food” program, up to $1 million, will benefit Jamie Oliver's Food Revolution. Celebrity chef Jamie Oliver (left) and Chipotle founder Steve Ells dressed as scary processed food. This Halloween, Chipotle will reward customers who dress as horrifying processed food with a $2 Chipotle burrito. Chipotle will donate proceeds, up to $1 million, to Jamie Oliver's Food Revolution. (Photo: Business Wire) “We have a long-standing tradition of rewarding our customers who dress up as their favorite Chipotle menu item with a free burrito on Halloween,” said Steve Ells, founder, chairman and co-CEO of Chipotle. “It's always been a fun promotion, but we wanted to do more with it this year and use the opportunity to reinforce with our customers our belief in the importance of eating wholesome, unprocessed foods.” Ells and Oliver are both committed to changing the nation's food system for the better and improving the way Americans eat by making better food accessible to everyone. Ells's efforts are focused on Chipotle's ongoing quest to serve what he calls “Food with Integrity,” and Oliver's on his highly visible Food Revolution campaign designed to get people cooking and eating fresh food. ”We have begun a national movement to change the way America eats,” said Oliver, a celebrity chef and creator of the Emmy award-winning program, Jamie Oliver's Food Revolution. “The campaign is all about making fresh food accessible to everyone in their schools, communities and homes. With help from Chipotle, we can help people make better food choices when they eat out.” As part of its “Boorito 2010: The Horrors of Processed Food” program, Chipotle will also host an online costume contest, with a prize for the most horrifying processed food costume. To enter, customers can take a photo in their costumes at a Chipotle restaurant on Halloween and post it online at chipotle.com/boorito. One grand prize winner will receive $2,500, with five runners up getting $1,000 each. Twenty honorable mention winners will receive a burrito party for 20 guests at the Chipotle location of their choice. Chipotle is committed to using premium quality ingredients from more sustainable sources in its more than 1,000 restaurants. Chipotle calls this commitment to fresh unprocessed foods cooked using classical cooking techniques and raised with respect for the animals, the environment and the farmers “Food with Integrity.“ Chipotle's fresh ingredients include naturally raised meats from animals that are raised in a humane way, never given antibiotics or added hormones, and fed a vegetarian diet, increasing amounts of local and organically grown produce, and dairy products made with milk from cows that are not treated with the synthetic hormone rBGH (recombinant bovine growth hormone). Jamie Oliver, the impassioned chef, TV personality and best-selling author is determined to take on the high statistics of obesity, heart disease and diabetes in this country, where our nation's children are the first generation not expected to live as long as their parents. Jamie Oliver's Food Revolution is a national movement which will bring together millions of people across America and inspire them to change they way they eat. At its heart is a powerful strategy to get people to cook again, to replace processed food with fresh, unprocessed meals when they eat out, in schools and at home. Chipotle's contribution of up to $1 million will be used to help Oliver and his foundation inspire the nation to stand up for better food for their families. Oliver's quest for better food started in the UK with his successful campaign to bring fresh healthy food into the UK school system. Last year, Oliver brought his campaign to America. His efforts to change the way people eat in a small West Virginia town were chronicled in the Emmy award-winning ABC series Jamie Oliver's Food Revolution. For more information, visit Jamiesfoodrevolution.com. About Chipotle Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea that food served fast did not have to be a typical fast food experience. Today, Chipotle continues to offer 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 using fresh ingredients, but ingredients that are sustainably grown and naturally raised with respect for the animals, the land, and the farmers who produce the food. Chipotle opened its first restaurant in 1993 and currently operates more than 1,000 restaurants. For more information, visit Chipotle.com. About Jamie Oliver's Food Revolution Jamie's Food Revolution is about saving America's health by changing how it eats. Switching from processed to fresh food will not only make Americans feel better but it will add years to their lives. The Jamie Oliver Foundation is partnering with “America Gives Back” to raise funds for the campaign. Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6457688&lang=en