The National Advertising Division of the Better Business Bureaus' National Programs, which routinely monitors truth and transparency in U.S. national advertising, determined that Chipotle Mexican Grill provided a reasonable basis for the following claims related to its sustainability practices:
• A Chipotle burrito "could make our farmers . . . more organic . . . less carbon emitting.”
• "Water Saved: We're sourcing from farms with sustainable agriculture practices that save more water primarily through greywater reduction.”
• ”Improved Soil Health: Ingredients sourced from farms with sustainable agriculture practices, like planting over crops, can improve soil health.”
• "We commit to divert 50 percent of waste from landfills during 2020."
However, NAD recommended that the advertiser modify the claim "Reduced Carbon Emissions: From Farm to Foil, we're reducing greenhouse gas emissions by optimizing our supply chain, compared to conventional ingredients" to make clear the parts of its supply chain that have reduced carbon emissions.
NAD also recommended modification to claims related to the advertiser's Real Foodprint sustainability program, to clarify that the metrics shown in Chipotle's mobile app, email receipts, and account profiles are based on average sustainability assessment, not a consumer's specific purchase.
In its advertiser statement, Chipotle stated that it "although we disagree with aspects of NAD's analysis regarding the messaging communicated by our Real Foodprint tool, we support the NAD's self-regulatory process and as a result, are committed to implementing the changes to comply with NAD's recommendations."
Related: Simplify Messaging Around Sustainability: Panelists; Chipotle Ties Environmental, Social Goals to Executive Compensation.