As globalization has created longer and increasingly complex food supply chains, there has been a concomitant surge in demand for locally-sourced food. Some companies have ridden this wave. Chipotle, for example, differentiated itself from other restaurants by building a brand around a promise of fresh and local ingredients. But after the chain was linked to outbreaks of E. coli, norovirus, and salmonella last year, its emphasis on local sourcing was called into question.
It turns out that a shorter supply chain doesn’t necessarily mean a less complicated one; in fact, working with smaller local producers can bring its own set of challenges, particularly when it comes to food safety testing and preparation. Chipotle has ramped up efforts to improve food safety since then, reportedly hiring two leading food safety experts and investing $10 million in helping smaller suppliers meet their updated safety standards.
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