Back in May we gave you ten reasons why it's OK to eat at Chipotle again, after the string of food-borne illnesses plagued the chain. But we also dug deeper into how the restaurants run since the outbreaks occurred, interviewing employees about how their jobs have changed. We even got the details on the company's closed-door, all-staff meeting where top brass stressed the importance of improving food safety.

Now, the brand is launching a new marketing campaign that spotlights its "food safety advancements." The Wall Street Journal reports that the new ads resemble an "open letter" from CEO Steve Ells, in which he explains that Chipotle overhauled its meat handling practices and now prepares some ingredients in central kitchens (where they can be tested for pathogens). Going one step further the chain also requires all team leaders to be Hazard Analysis and Critical Control Point (HACCP) certified—a first for any national restaurant chain.

The Tex-Mex chain has also completed "supplier interventions" to "reduce or eliminate food safety risks at some point in an ingredient's lifecycle," employed advanced technology (including high-pressure processing, sous vide, and blanching) to eliminate pathogens, boosted the rigor of third-party restaurant inspections, and formed a team of food safety experts for an "advisory council."

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