Chipotle is at it again, making headlines by thinking outside of the box and not just about making profits. First, it was the viral video “Back to the Start” that showcases Chipotle’s commitment to “creating a sustainable, healthful and equitable food future” through the Chipotle Cultivate Foundation.

Now, in honor of Earth Day, Chipotle is offering special, reusable lunch bags for purchase from March 26th through April 14th. What’s so special about these bags? They are made from recycled Chipotle billboards. Each bag is unique as they feature different parts of the billboards on each of the bag’s side panels. This initiative will keep more than 78,000 square feet of billboard vinyl out of landfills.

These bags may seem a little pricey at $18, but purchasers will be helping out the environment and the bags also include a barcode good for a free Chipotle menu item on Earth Day (April 22).

The proceeds of these bags will go to The Chipotle Cultivate Foundation, which helps fund, “…initiatives that support sustainable agriculture, family farming, culinary education, and innovation that promotes better food.”

It will be interesting to see whether Chipotle will be viewed as a pioneer or remain an outlier when it comes to fast casual and QSR involvement in sustainable agriculture and other green initiatives. What do you think?