Online marketplaces enable digital commerce for select Chipotle suppliers and farmers
Chipotle Mexican Grill announced the Chipotle Virtual Farmers’ Market, that will allow farmers in the Chipotle supply chain to launch improved versions of their own eCommerce websites. 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.
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. The Chipotle Virtual Farmers’ Market, powered by Shopify, allows farmers in the Chipotle supply chain to launch improved versions of their own eCommerce websites. 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.
The agricultural industry has been weathering a crisis for years that has recently been magnified and accelerated due to the COVID-19 pandemic. 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.
To kick-off the program, four different Chipotle suppliers will sell through their own individual digital storefronts as part of the Chipotle Virtual Farmers’ Market. Each supplier is essential to Chipotle’s existing restaurant supply chain and has been working with the brand for over a decade. 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 week, Chipotle’s Director of Culinary and Menu Development Chef Chad Brauze will share Chipotle Virtual Farmers’ Market-inspired recipes on Chipotle’s TikTok channel.
Source: Chipotle Mexican Grill, Inc.
