From the front page of the Portland Business Journal: Sustainable Business Oregon section:
Country Natural Beef
Country Natural Beef is edging into new markets in a nascent partnership with Chipotle Mexican Grill that shows sustainably raised beef is gaining footing in the mainstream.
That’s new for Country Natural Beef, a cooperative brand produced by 120 ranchers spanning 12 states and originally conceived as a niche product. Developed in Eastern Oregon 24 years ago, Country Natural Beef comes from hormone and antibiotic-free cattle fed a vegetarian diet of grasses, hay, potatoes and grain. Its beef is Food Alliance-certified.
The brand’s new partnership with Chipotle shows the philosophy behind Country Natural Beef has far broader appeal than it did when created by ranchers in Eastern Oregon.
Chipotle announced this week that all of the beef used in its barbacoa, a spicy shredded beef, is now naturally raised. Following similar purchasing decisions for its chicken and pork, Chipotle plans to serve more than 75 million pounds of naturally raised meat in nearly 1,000 restaurants in 2010, solidifying its place as the largest restaurant seller of naturally raised meat.
