I am a vegetarian. After having been one for about a year, I read the book Eating Animals by Jonathan Safran Foer. To this date, the message in that book remains the most compelling and rewarding reason for me staying vegetarian. It is an in depth and un-biased look into the world of the meat industry. It provides in depth interviews with humane farmers as well as meaningful facts about both vegan/vegetarian and meat-eating lifestyles. While completing the research for his book, Foer met the CEO of Chipotle, Steve Ells. Years later, Foer has teamed up with Chipotle to create the Cultivating Thought Author series, a way to provide human value and something thoughtful to the world.
Foer has curated 10 short, two-minute pieces from authors and artists including Malcolm Gladwell, Bill Hader, and Judd Apatow. The pieces appear on Chipotle cups and bags. As for ROI, ”It’s not a big investment, but it may create a beautiful path.” I think that the series is engaging and provides value to something that normally would just be an immediate throw-away once the food/drink is done. Getting folks to pause. read and think about your product’s packaging has an immeasurable value to it.