Over the last few years antibiotic-free, pasture-raised meat has seen a marked rise in popularity due to increased demand from big players like Chipotle and Hyatt Hotels... and experts say it's changing the game. Economists estimate antibiotic-free meat accounts for around 2 percent of total meat sales, which is still a tiny amount. But Paul Willis, who works with Niman Ranch in Iowa, the farm that raises antibiotic-free pigs for Chipotle, tells NPR that the market for what he does has increased dramatically in recent years.
Even Hyatt Hotels announced this month that it plans to offer offer antibiotic-free, naturally raised meat, poulty and dairy options at all of its hotels. As consumer awareness has grown, Chef Greg Lopez of Hyatt Hotels tells NPR that "people are showing that they're willing to pay more for food that they perceive to be more healthful."