Chipotle announced on Monday it will serve new certified organic, non-GMO Lemonades, Agua Frescas, and Tea from farmer-created Tractor Beverage Co. at participating locations starting July 21.
The agreement with Tractor Beverage Co. also marks the brand's first national philanthropic product integration. All Tractor Beverages sold by Chipotle will help support the U.S. agricultural industry, with 5 percent of Chipotle’s profits from its sale of these beverages being donated to causes that support farmers. Funds will expand Chipotle's existing farmer programs including long-term contracts, increased local sourcing, scholarships and grants to start, run or grow farming operations, among others.
“Adding Tractor Beverage Co. products and introducing Beverages with Integrity is a notable evolution for the Chipotle menu,” says Chris Brandt, chief marketing officer. “Now our fans can enjoy delicious, all-natural drinks made with real ingredients while supporting the farming community.”
Four new flavors of Tractor Beverages will be offered at Chipotle exclusively for in-restaurant dining and carryout orders:
This organic lemonade is a blend of tangy and sweet, made with real lemons and cane sugar. It also includes turmeric, known for its vitamin C content.
Organic Hibiscus Lemonade
Tart hibiscus flowers, known to be rich in antioxidants and potassium, are paired with fresh orange in this riff on a classic lemonade.
Organic Mandarin Agua Fresca
This refreshing agua fresca is packed with vitamin C thanks to tart citrus, orange and tangerine.
Organic Berry Agua Fresca
Organically grown pomegranates, strawberries and cherries are combined to make a just-sweet-enough agua fresca, which also features a hint of apple cider vinegar.
In addition, two new bottled Tractor Beverages created for Chipotle will be available for dine-in, takeout and delivery orders:
Organic Black Tea
Sri Lankan Black Tea mixed with cane sugar and a hint of lemon.
Organic farmer Travis Potter founded Tractor Beverage Co. in 2015. The company’s entire portfolio of drinks is completely organic, entirely natural, and non-GMO. Tractor Beverage Co. is the first and only certified organic and non-GMO full line beverage solution available for foodservice.
“This is a dream collaboration for two brands committed to using all-natural ingredients, sustainable sourcing and supporting farmers,” Potter says. “Our Tractor Beverages pair perfectly with Chipotle’s real food and will bring entirely new flavors to the brand’s dining experience.”
Beyond the new Organic Beverages program, Chipotle most recently supported farmers in its supply chain by assisting in the development of eCommerce sites within the Chipotle Virtual Farmers’ Market, an online marketplace where consumers can buy real ingredients online, directly from the brand’s suppliers.
To date, Chipotle and the Chipotle Cultivate Foundation have contributed over $500,000 to support the next generation of farmers. The brand is offering education, scholarships, grants, and three-year contracts to young farmers. Additionally, Chipotle’s Aluminaries Project 2.0 accelerator program is helping growth stage ventures across the country advance innovative solutions in farming.
Last week, Chipotle also announced the opening of its 100th Chipotlane and initiative to hire 10,000 people to support growth. Of Chipotle's 19 new restaurants that opened during the first quarter of 2020, 11 featured a Chipotlane, giving the concept a presence in 32 states. Chipotlanes are expected to be included in more than 60 percent of new Chipotle restaurants.
Its “We Are Open. We are Growing. We Are Hiring”campaign kicked off in May and has resulted in roughly 8,000 hires to-date. Since the beginning of the year, Chipotle has received close to 700,000 applications nationwide.
Despite stay-at-home orders in recent months, Chipotle navigated the first quarter with digital sales growing more than 80 percent year-over-year