"I think it's meaningless almost, now. You could claim that something very heavily processed was fresh, I guess. I don't think there are any rules around 'fresh.' You can just say it with impunity. And I think lots of people do."
— Mark Crumpacker, chief marketing officer for Chipotle Mexican Grill Inc., from a story in Slate about the rise of "fresh" as a marketing mantra for chain restaurants.