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May 21, 2014

News: Chipotle Adds Some Light Reading to Go with Your Burrito

In an attempt to "Cultivate Thought," Chipotle has reached out to various authors, actors, and comedians to provide some light reading on their cups and bags that you can skim as you eat your burrito.

Specifically, the bags and cups contain original essays curated by best-selling author Jonathan Safran Foer (he wrote Extremely Loud and Incredibly Close and Everything is Illuminated, which were both made into movies of the same name).

According to Mark Crumpacker, chief marketing and development officer at Chipotle, the new packaging "allows customers to connect with a great selection of entertaining and thought-provoking authors they may not otherwise have encountered.”

Writers featured on Chipotle's cups and/or bags include Foer as well as:

- Judd Apatow - Golden Globe nominated writer/director/producer, This is 40, Bridesmaids, Girls

- Sheri Fink - Pulitzer-prize winning reporter/author, Five Days at Memorial: Life and Death in a Storm-Ravaged Hospital

 - Malcolm Gladwell - New York Times bestselling author, journalist and speaker, The Tipping Point, Outliers, Blink

 -Bill Hader - Emmy-winning comedian/actor/producer, Saturday Night Live, South Park

- Michael Lewis - New York Times bestselling author and journalist, Flash Boys, The Blind Side, Moneyball

- Toni Morrison - Pulitzer and Nobel Prize winning author, Beloved

- Steve Pinker - award-winning experimental psychologist, renowned writer on language, mind and human nature

- George Saunders - New York Times bestselling short-story and essay author, “Tenth of December,” “The Braindead Megaphone”

- Sarah Silverman - Emmy-winning actress/comedian, The Sarah Silverman Program, Saturday Night Live, School of Rock

As to why the writers decided to participate in putting their words onto disposable cups and bags, here are a few of the more interesting responses given:

"I heard there was free food involved. And I guess I believe the spreading of interesting ideas is important." - Judd Apatow

"I’m strongly in favor of cultivating thought! Slowly but surely, it’s a civilizing, enlightening, and humanizing process. And the more media, the better. Not just books and articles, but tweets, posts, and yes, cups." - Steve Pinker

If you don't think you'll ever find yourself eating at Chipotle and still want to read the short essays, you can find them all on online at http://cultivatingthought.com.


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