As globalization has created longer and increasingly complex food supply chains, there has been a concomitant surge in demand for locally-sourced food. Some companies have ridden this wave. Chipotle, for example, differentiated itself from other restaurants by building a brand around a promise of fresh and local ingredients. But after the chain was linked to outbreaks of E. coli, norovirus, and salmonella last year, its emphasis on local sourcing was called into question.
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