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The promotion was used within a larger event Chipotle was organizing called "Cultivate Fest," an outdoor festival set in public parks filled with activities meant to educate attendees on the company's dedication to "food integrity." With that in mind, Kaspari settled on biodegradable planters and tomato-seed paper, both to be packed with an educational coloring book that Chipotle had sourced and created on its own.
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