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U.S. NEWSFriday 11 December 2015
American Living: Chipotle CEO
Vermont farmers create ‘unicorn of self-published books’ says sorry for
John Churchman feeds sheep in his barnyard in Essex, Vt. What started out as a vividly a post that appeared on ill customers
the Publisher’s Weekly
photographed self-published children’s book by John and Jennifer Churchman is hitting it big in ShelfTalker blog. “It was NEW YORK (AP) — Chipo-
hard not to jump over the tle founder and co-CEO
the publishing world just in time for Christmas. (AP Photo/Wilson Ring) counter and pump his Steve Ells says he is “deep-
hand in congratulations,” ly sorry” about the custom-
WILSON RING couple’s Facebook group initially self-published with she wrote. ers who were sickened af-
Associated Press up to date on Sweet Pea’s support and suggestions “This is the unicorn of self- ter eating at the chain in
ESSEX, Vt. (AP) — This is recovery. Online support- from online followers. published books because recent weeks.
the story of how an injured ers urged a celebration. They used a crowdfund- you never find the trifecta “I’m sorry for the people
lamb named Sweet Pea Giving in to whimsy, the ing campaign to raise the of beautiful production, a who got sick. They’re hav-
started a war. Well, a bid- Churchmans dressed their money for a print run of lovely story and authors ing a tough time and I
ding war. animals up in hats and leis, 4,000 books, which has al- who understand what it feel terrible about that,”
About a year ago, John and fed them delicacies most sold out. takes to create a wonder- Ells said in an interview on
and Jennifer Church- like pumpkin slices. John Churchman took ful book that kids love,” NBC’s Today show.
man’s border collie, Lad- Through the process, John a copy to The Flying Pig Bluemle said last week in Ells repeated the com-
die, found that one of their Churchman took photos Bookstore in nearby Shel- an interview at her store. pany’s pledge to tighten
lambs had hurt a leg in the of the animals, the sun burne and sold three “We’ve gone through food safety procedures to
barn on the Vermont farm and ice patterns — all im- books while showing it to cases of this book,” she ensure such incidents do
where they keep sheep, ages that formed the illus- owner Elizabeth Bluemle, said. not happen again.
ducks and geese. trations for “Sweet Pea & who ordinarily turns down Within days, the Church- On the same day, Boston
John Churchman called a Friends: The SheepOver,” self-published books. mans were represented College increased the
veterinarian and kept the a children’s book they The next day she wrote by New York literary agent number of students who
Brenda Bowen, who in an have reported feeling ill
A copy of the book “Sweet Pea & Friends: The SheepOver,” sits on a shelf at The Flying Pig earlier job was part of the after a group of them ate
team at Scholastic Press at Chipotle from 120, to
bookstore in Shelburne, Vt. The story of Sweet Pea’s recovery from a potentially fatal barn that acquired the North 141. The school said that
American rights for the first 12 of those students did
ailment was celebrated by the animal’s barnmates in a party the Churchmans dubbed a “Harry Potter” book. not eat at the restaurant.
What followed was a bid- Norovirus can be transmit-
“SheepOver.” (AP Photo/Wilson Ring) ding war for Sweet Pea’s ted by eating contami-
story among five major nated food, or by touch-
publishing houses. Now ing infected surfaces, then
the Churchmans have a putting your fingers in your
generous six-figure ad- mouth.
vance; the story of Sweet Sales at Chipotle Mexi-
Pea, published by Little, can Grill Inc. have been
Brown Books for Young slammed by high-profile
Readers, is in stores in time food scares in recent
for Christmas; and they’re weeks. The Centers for Dis-
working on the second ease Control and Preven-
installment of their three- tion has said that at least
book deal, continuing to 52 people in nine states
tell stories with words and have been sickened in an
images that are inspired E. coli outbreak, with 47
by their animals. of them having eaten at
John Churchman is a fine Chipotle. The most recent
art photographer with case happened Nov. 13.
a background in paint- The ingredient that sick-
ing and graphic design. ened people has not been
Jennifer Churchman is a identified. But Chipotle
writer with a background says whatever the likely
in marketing and product culprit was is out of its res-
branding. taurants. The company
They have dozens of ani- has noted the exposure
mals on their Essex farm, period for the outbreak
which they consider mod- appears to have passed.
els for their photographs. This week students from
In the process, they get to Boston College, includ-
know their distinct person- ing members of the men’s
alities. basketball team, reported
“As we watch them every feeling sick after eating at
day little story lines unfold the chain this past week-
and then we pair them end. Chipotle temporar-
with John’s images,” Jen- ily closed a restaurant
nifer Churchman said. “It where the students said
just creates this wonderful they ate and says it be-
story, a true story that we lieves the illnesses are an
think really resonates, es- isolated case of norovirus
pecially with children, and separate from the E. coli
many, many adults.”q outbreak.q
