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In an Upstart file, you can use an env stanza to export a variable. It would look like this using the Upstart config from the Django one-click:
description "Gunicorn daemon for Django project"
start on (local-filesystems and net-device-up IFACE=eth0)
stop on runlevel [!12345]
# If the process quits unexpectedly trigger a respawn
respawn
setuid django
setgid django
chdir /home/django
env NEW_RELIC_CONFIG_FILE=/path/to/newrelic.ini
exec /path/to/newrelic-admin run-program gunicorn \
--name=django_project \
--pythonpath=django_project \
--bind=0.0.0.0:9000 \
--config /etc/gunicorn.d/gunicorn.py \
django_project.wsgi:application
Let us know how it goes!