Ahead of National Plant a Seed Day on March 20th, Chipotle is introducing the 'Home Grown Chipotle' garden box, which includes all of the seeds, supplies and instructions required to create six of the vegetables that are staples at the Mexican grill's menu. While much of Chipotle's marketing supports its approach to preparing real food with real ingredients, these garden boxes give consumers a hand in creating their own fresh, home-grown produce.
The Home Grown Chipotle box contains what's necessary for growing one's own cilantro, tomatoes, pinto beans, jalapeño peppers, bell peppers and onion, no matter if one has a sprawling backyard space or a limited outdoor area to work with at home.
100% of the sales from these limited gardening boxes will be donated to Big Green, a nonprofit that connects kids to real food through Learning Gardens and food literacy programs.
Key Themes Behind This Trend
- Home Gardening
- Chipotle's 'Home Grown Chipotle' garden box taps into the growing trend of home gardening by providing consumers with the tools and resources to grow their own fresh produce.
- Real Food Movement
- Chipotle's garden boxes align with the real food movement trend by empowering consumers to take control of their food sources and promoting the use of real ingredients.
- Sustainable Eating
- Chipotle's garden boxes contribute to the sustainable eating trend by encouraging consumers to grow their own vegetables, reducing reliance on conventional, resource-intensive agricultural practices.
Where This Applies
- Restaurant
- The restaurant industry can explore opportunities to incorporate home gardening initiatives and promote the use of fresh, home-grown ingredients as a unique selling point.
- Nonprofit
- Nonprofit organizations focused on food education and sustainability, like Big Green, can leverage Chipotle's initiative and collaborate on similar programs to engage and educate communities.
- Home Improvement
- The home improvement industry can capitalize on the rise of home gardening by offering innovative products and solutions that cater to consumers looking to create their own garden spaces.
