by Amanda Smith, Associate Editor
"Food with integrity."
It's a tagline Chipotle began trumpeting well before its "GMO-free" declaration this April. And it's that integrity, or alleged lack thereof, that may have gotten them into hot water.
After working for two-plus years to cut GMOs (genetically modified organisms) from its menu offerings, Chipotle announced that it was "G-M-Over It," in April. This move made it the first national restaurant chain to do so.
Consumers in California, though, are crying foul and have called Chipotle's claims into question.
Last Monday, a law firm filed a class-action lawsuit in federal court alleging that the company's marketing is misleading and deceptive as many items on its menu are still made with GMOs. Plaintiff Colleen Gallagher also alleged that Chipotle violated the Federal Food, Drug and Cosmetic Act because its food labeling is false and misleading, and deceived diners into paying more for their food, noted Reuters.
Chipotle's website does carry a disclaimer about the GMO content of its food:
The meat and dairy products we buy come from animals that are not genetically modified. But it is important to note that most animal feed in the U.S. is genetically modified, which means that the meat and dairy served at Chipotle are likely to come from animals given at least some GMO feed.
The fountain sodas we sell are typically sweetened with corn syrup, which is almost always made from GMO corn.
Gallagher contends that most diners are unlikely to see these disclaimers and will instead rely on the company's advertising.
Chipotle has made many attempts over the years to solidify its dominant position in the "healthy" dining sector. Did its most recent attempt backfire?
