Listen to the Story on Morning Edition:
The Chipotle Cultivate Festival in Kansas City on July 18 had it all: an indie pop band on stage, long lines at the beer booths. It was like a Grateful Dead concert, only with free burritos.
But this and the three other Chipotle Cultivate events held across the country this summer were more than just a classic summertime music festival. Billed as offering "food, ideas and music," the festival offers a chance to "learn a free burrito," by going through four exhibits.
Chipotle, the chain whose slogan is "food with integrity," was the first national restaurant chain to eliminate genetically modified ingredients from most of its menu. Now, the company is going a step further: using its anti-GMO stance as a marketing opportunity.
Alex Jessee, a young mother, went through the "GMO Experience," one of the four exhibits. She says she learned from it "that these GMOs could be harmful to us, the environment, but they don't necessarily have to tell us that we're eating them. Which isn't very cool."