Can fast food be 'good' food?

I've always enjoyed eating at Chipotle, but only after hearing a radio ad mentioning "sustainable agriculture" did I learn that this was a different kind of fast food chain. Turns out that founder and CEO Steve Ells is a classically-trained chef with big ambitions, not just for his business but for a revolution in American agriculture. So I wrote about Chipotle today in my CNNMoney column.

NEW YORK (Fortune) -- People have integrity. Good companies operate with integrity. But can food possess integrity?

Absolutely, says Steve Ells, the founder and chief executive of Chipotle Mexican Grill, the rapidly expanding fast-food chain.

"Food with integrity," Ells says, "is driving our growth and profitability."