Chipotle Launches Virtual Farmer's Market to Help Suppliers Ship Direct-to-Consumer Amid COVID-19 Pandemic
Initiative lets Niman Ranch, Petaluma Creamery, McKaskle Family Farm and Meister Cheese sell excess inventory DTC due to coronavirus slowdowns in foodservice.
Chipotle Mexican Grill announces the Chipotle Virtual Farmers’ Market through Shopify, allowing 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. 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.
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.