Chipotle

Searching For the Source

While Chipotle remains embroiled in a public relations crisis, the long-lauded fast casual still cannot pinpoint the source of its E. coli and salmonella troubles. This information gap raises an unsettling question for all operators: how much supply chain transparency is truly available in the industry, and what sort of efforts can be done to make food traceability more realistic?The largest, most cohesive effort the industry has seen was the Produce Traceability Initiative (PTI), which was launched after retail and foodservice organizations rallied together following the 2006 spinach E.