Two days ago Huffington Post launched Food for Thought, Chipotle’s latest brand marketing strategy. Food for Thought is a HuffPost section dedicated to promoting awareness about healthful habits and sustainability practices. Contributing writers from all walks of life including doctors, lawyers and food authors discuss everything from food legislation to finding seasonal produce. This strategic move on Chipotle’s behalf is timely considering the recent shift of priorities since McDonald’s was its major investor. Now more than ever Chipotle is making efforts to be an industry leader in sustainable, GMO-free fast food chains.

Mark Crumpacker, Chipotle’s Chief Marketing Officer, writes that “people are more aware than ever of the impact that food has on people, animals and the environment.”

Through this partnership, Chipotle hopes to change customers’ perceptions of them as the burrito joint that’s owned by McDonald’s, to the Mexican fast food chain that genuinely cares about the sourcing of its ingredients and our affect on the environment.