It almost seems like an oxy moron- exposing the “warts” of an industry; however Chipotle is doing just that by sponsoring free screenings of the documentary “Food Inc.” Which is an expose of the American food industry.

Now Chipotle is no “major offender” and is quite progressive in the “fast food” arena as the Mexican Grill claims to serve more naturally raised meat than any other restaurant in the world, while also 35% of its beans are organic. But as many organizations know, a sustainable path is just that, a journey towards a goal and no company is “perfect”. However, while many are touting the “path” and marketing that effort, not many marketers would shine a spotlight on potential weak points.

“There is something very authentic about allowing your brand to become vulnerable in this way,” argues Andrea Learned in a post at the Daily Fix blog. “By inviting its customers to see the ugly truth, Chipotle is walking its talk of a responsible and healthy food movement.”

She believes the strategy works for two reasons:

• Chipotle acknowledges- and embraces- the fact that it’s on a journey toward a greater goal. The restaurant’s customers will likely appreciate the companu’s honest self-assessment and realistic ambitions. “Consumers don’t trust an ‘all and perfectly done’ proclamation, because that is truly impossible,” notes Learned.
• The company earns credibility from its unique position as industry educator. Chipotle’s right-brained audience wants to do its research before making a purchase. “Any brand that helps in this process will be duly rewarded,” she says.

“Authenticity actually can’t happen without vulnerability, scary as that sounds,” say Learned. But a risk worth taking.