By Leslie Patton

Abercrombie & Fitch sells sex. Harley-Davidson (HOG) sells rebellion. Chipotle sells idealism.

The burrito chain has long pushed sustainable food in its 1,400 restaurants. Now Chipotle Mexican Grill Inc. (CMG) is broadening out its message by selling organic-cotton hoodies, hosting festivals selling locavore fare and backing a dark comedy video series centered on an evil PR guy hired to defend industrial farming.

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