Supermarket Perimeter - August 2020 - 36

Chipotle gives Niman Ranch ecommerce boost
Northglenn, Colo.-based meat producer Niman Ranch is one of four
Chipotle suppliers that will get revamped versions of their ecommerce
websites through the restaurant chain. Niman Ranch supplies Chipotle
with pork for its carnitas and beef for its steak and barbacoa.
In June Chipotle announced the Chipotle Virtual Farmers Market,
powered by Shopify, that will allow farmers in the Chipotle supply chain
to launch improved versions of their sites.
Through individualized online marketplaces, Chipotle suppliers will
be able to sell meat, dairy and grain products, and other items directly to
consumers across the country. As a digital innovator known for seeking
long-term solutions, Chipotle is assisting in the development of each supplier's site, covering hosting fees on Shopify for two years and supporting
the design and development of the direct-to-consumer storefronts.
"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, a Wisconsin-based farmer for Niman Ranch.
"The agricultural industry has been weathering a crisis for years
that has recently been magniﬁed and accelerated due to the COVID-19
pandemic," according to Chipotle. "Farmers around the country have
had to destroy millions of pounds of fresh goods due to decreased
demand with restaurants, hotels and schools closed."

The Chipotle Virtual Farmers' Market aims to give Chipotle's suppliers
a new stream of revenue and enhance their commitment to sustainable
farming practices amid unforeseen circumstances.
"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, Chipotle's chief marketing officer. "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 other Chipotle suppliers that will get ecommerce boosts from the
chain are Petaluma Creamery, McKaskle Family Farm and Meister Cheese.
Each product used in Chipotle restaurants is called out next to each
farm on the Virtual Farmers' Market homepage, so fans can easily order
key ingredients in their favorite menu items.
Throughout the rollout, Chipotle's Director of Culinary and Menu
Development Chef Chad Brauze will share Chipotle Virtual Farmers'
Market-inspired recipes on Chipotle's TikTok channel.
Customers from around the country can ﬁnd links to each supplier's
virtual storefront by visiting: farmersmarket.chipotle.com. The four
storefronts can also be accessed directly. Over the past month, Chipotle
and Shopify have worked together to lead virtual onboarding sessions
with the partner farmers to help them get acquainted with Shopify's
eCommerce platform.

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36 - AUGUST 2020

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Supermarket Perimeter - August 2020

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