Chipotle Mexican Grill has launched the Chipotle Virtual Farmers’ Market, powered by Shopify, that allows farmers in the Chipotle supply chain to launch improved versions of their own e-commerce websites. Through these individual online marketplaces, suppliers can sell meat, dairy, and grain products directly to consumers across the country.
“It can be intimidating for many family farms to change the way they do business, so we’re giving our suppliers the right tools and resources to successfully launch improved eCommerce platforms,” said Chris Brandt, chief marketing officer, in a statement. “Our Food with Integrity values start with our farmers and helping them adapt to new technologies and ways of reaching the consumer is crucial for both the future of the farming industry and Chipotle.”
The first four suppliers to sell through the platform will be Niman Ranch, Petaluma Creamery, McKaskle Family Farm, and Meister Cheese. “This new Virtual Farmers’ Market gives an opportunity for my farm, and hundreds of other small, sustainable farmers like me in the Niman Ranch network raising livestock humanely and without antibiotics, to remain sustainable and resilient through hard times,” said Kirsten Eckerman, Wisconsin farmer for Niman Ranch, in a statement.