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GLOBAL 2016: Achieving freshness with consistent safety is a sourcing challenge

As the Chipotle news story continues to unfold, it potentially becomes larger than the story of one fast food brand, and shapes consumer attitudes about local sourcing and food safety.
Although consumers say they prefer fresh and locally sourced ingredients, the problems of Chipotle highlight the need to strike the right balance between local sourcing and adequate quality control over the supply chain. There is a tension there between the need for centralization to assure quality and hygiene, and how much it is possible to localize in order to appeal to the locavore mindset and desire for freshness.
Phil Herr
Senior Vice President
Millward Brown