Chipotle Finally Lands Its Own Sponsored HuffPo Section

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How clever. Photo: Courtesy of Chipotle

Chipotle is really, really invested in showing you it cares deeply about the ingredients that go into your $11 burrito: First, the chain convinced Willie Nelson to soundtrack a video about the evils of factory farming, then it made that trippy Willy Wonka–y viral video that addressed the problems of, well … factory farming, to serve as the official "companion film for Chipotle's new app-based game." Uh-huh. And now they've teamed up with the Huffington Post to underwrite a brand-new section called "Food for Thought." Arianna Huffington herself promises an examination of "attitudes toward food, asking where our food comes from and how it's produced," which is great, but what, exactly, is going to figure into this "new conversation about food?" There's an all-star lineup of food writers and other contributors, but it's also a fair bet that content will somehow involve, you guessed it, Chipotle, whose name and logo are accordingly brandished all over the launch page. [HuffPo, Earlier, Earlier]