Niman Ranch Farmers Kick off 2020 on Chipotle Rose Parade Float to Support Young Farmers

2020 kicked off with a bang for several of Niman Ranch’s young farmers who were invited by Chipotle to be on its Rose Parade float. Anna, Maddie, Mike, Dane and Kelsey all grew up on Niman Ranch partner farms, where they helped raise pigs sustainably and humanely on pasture or in deeply bedded pens. With the parade’s theme of “The Power of Hope,” these young people represent the next generation of farmers cultivating the future of agriculture.

Chipotle used the annual parade as an opportunity to celebrate farmers and raise funds through a live post-to-donate activation, where the company donated $1 to one of our great partners, the National Young Farmers Coalition, for every post on Facebook, Instagram and Twitter using #farmers. Young farmers face many challenges including rapidly rising land prices, student loan debt, unpredictable weather, shifting markets and other risks outside of their control. These new resources from Chipotle will help address some of these hurdles and Niman Ranch is proud to be the face of this movement. We’re also thrilled that the Niman Ranch Next Generation Foundation will also be the recipient of some of the money raised.

In addition to the float, Chipotle aired their new TV ad focused on the passion and resilience of young people in agriculture—again featuring Niman Ranch farmers. Watch it here:

The parade float activation is just one part of Chipotle’s recently announced initiative to support young farmers through financial support and 3-year purchasing commitments to farmers getting started. Niman Ranch is working hand-in-hand with Chipotle on this new initiative, building off of our two decades of partnership together promoting real food raised with care.

With an estimated viewership of 37 million people, the Rose Parade provided an impactful opportunity to celebrate farmers and raise money for the important and on-going work to help traditional farming continue for future generations.