Chipotle's decision to swap the usual pork in its carnitas burrito for more expensive, naturally-raised pork resulted in a big price hike for the item in 2001, but it has more than paid off in increased sales.
"Ethically that was a very easy decision for us to make," said Jim Adams, Chipotle's marketing executive director, describing the 3-foot-by-7-foot indoor pens pigs are usually raised in. "But financially it was a difficult decision for us to make."
Originally published April 17, 2007, Times of Northwest Indiana
