Chipotle Mexican Grill expects to serve about 15 million pounds of local produce at its restaurants this year, up from 10 million in 2012, said founder Steve Ells. Local, which is defined by Chipotle as grown within 350 miles of the restaurant, has become increasingly important to consumers, with 52% of 2,000 Americans surveyed by Mintel last year ranking it more important than "organic."

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