Providing Ethical Alternatives - Essay Example

Providing Ethical Alternatives A small regional natural foods market in the Midwest has two stores in which natural foods, supplements and health and beauty products are sold. The market first opened in 1981 as a health food store, in an abandoned convenience store. Both locations also house small café style restaurants which offer various dishes prepared from natural foods. limited macrobiotic menu items are also offered. The market became a certified organic foods handler in 2003, to meet the needs of consumers who want certified organic products. To become certified by the USDA an organization or farm must go through several subsequent months and years of soil and product testing. Natural products contain “no artificial color, flavor, chemicals, preservatives, saccharine, aspartame, irradiated food and meat produced without use of growth hormones or antibiotics” (Brewer, 2004). The market has two co-owners who are equal partners. The CEO is the eldest child who holds an MBA. All family members work in the market in one location or another, so this is definitely a family-run business, though the market employs organic chefs, business managers, and others who develop relationships with local farmers and growers. Products offered include natural or organic foods, supplements, health and beauty aids, meats, plants and seed. Both locations offer cooking classes for specific food categories on a rotating schedule. The company belongs to local, regional and national growers associations, with a co-owner holding offices in two of the organizations. In the company’s mission statement is a major goal of enhancing the local economy, which affects local residents, by buying from local growers as much as possible. The statement goes on to further explain that buying locally also eliminates much of the fuel consumption that occurs when products are shipped across the country. This helps Providing Ethical Alternatives 2 reduce the environmental impact of vehicle emissions. One of the co-owners has spoken at congressional hearings several times to promote labeling of all foods that are genetically modified (GMO). The co-owner was also responsible for pushing congress to pass legislation in 1990 concerning organic foods. This information is also provided on the company web site. Beyond the company’s mission statement are the local events and projects that the market participates in. Products are purchased regularly from a “local children’s gardening and organic education project” (Green Corps). The market participates and donates products to a local project for violence against women. It also donates foods and other products to regional food banks for nearly all of its excess product. None of these activities are mentioned on the web site. It took some research through local and regional event calendars to obtain the information. Links are also provided to a local community education center run by the market in an offsite locate, that provides a wide variety of home ownership resources, “Counseling on foreclosures, home ownership projects and predatory lending hazards” (U.S. Department of Housing and Urban Development). The market shows concern for the local community and global concern for the environment. The market makes the claim of being a leader in natural product sales in the region, as mentioned once in the “about us” section on the web site. Between this page and the mission statement, the company clearly conveys externally its concern for better foods and environment. Providing “the greatest for the greatest number” (Mill) means supporting the largest possible number of local growers for a more stable local economy. This is vital in a region where manufacturing has moved away, unemployment is higher than the national average and some of the nation’s poorest urban areas are within 250 miles of the region in which the market is located. Providing Ethical Alternatives 3 Internally, communications throughout the organization and very concise, with each department knowledgeable about products and services it provides, as well as throughout the market. The co-owners say they hire only happy people, which leads to more openness in learning and communicating. It make training and providing information to consumers much more pleasant. The company also conveys internally, through its network of growers and associations, a dedication in providing healthful foods and in supporting the local economy as best it can. Such goals can be interpreted as Utilitarian in theory. Utilitarianism is considered a Consequentialist theory, or one that evaluates morality of actions take toward a specific goal. The well known theorist, British philosopher John Stuart Mill believed that moral decisions should be based on providing “the greatest good for the greatest number.” Mill defined the “good” “in terms of well being and distinguished not just as quantitative but also qualitative between various forms of pleasure” (Kay, 1997). In this case pleasure is viewed as enjoyment of natural foods, improved wellness, increased local agricultural production, increased local economic growth, and reduction of fuel which pollutes the environment. “Food companies are already having a hard time obtaining nongenetically modified crops." (Barboza, 2001). Supporting organic and natural food producers is no easy task when government agencies make certification difficult, promote and fund genetically modified crop seed and ignore consumer worries. The company’s web site fails to provide information about all the community donations and service projects. Listing or mentioning such activities in this case might be considered redundant, as the mission statement clearly focuses on better health and living through natural products, boosting the local economy and caring for the environment. Though the company does more than is stated, in this case it works well. Those who Providing Ethical Alternatives 4 live in the area have access to general knowledge of the companies charitable giving and contributions through many media forms. On the other hand, providing more information about its community involvement may show consumers that it cares on a much more personal level. My recommendations would be to convey the community involvement activities by providing links from the home page under a listing called Our Partners in the Community. This action will present its community activities as the joint efforts they are, without singling out all the separate contributions and appearing boastful. The company could expand on the local and regional economic conditions a bit more to reinforce the part of the mission statement that focuses on local economy. Here, my recommendation is to include the facts and national statistics that I have touched on, by incorporating them into the mission statement page. There are those who believe natural or organic foods provide no more benefit than products of a traditional grocer. For those consumers who do not believe in health benefits of organic or natural food, understanding the importance of boosting the local economy and cutting down on fuel usage should provide positive encouragement in at least considering natural foods. The company is successful in providing information to consumers about foods and does an adequate job of explaining laws and legislation involved in the organic and natural food markets. This is necessary as many do not understand how complicated and difficult the obstacles are. I can not make any further recommendations in this area. Providing more information to consumers about the legal aspects of organics and labeling may cause them to tune out, especially considering the minimal time viewers spending looking at web pages. I agree with the company’s approach in providing factual information in a very non- biased manner. Attacking specific legislators or agencies might offend or alienate future consumers who can eventually be educated about the Providing Ethical Alternatives 5 benefits of natural and organic foods. Overall, information about why organic foods are better, such as better nutrition and better health for the soil are provided in general terms. Too much information here would again cause viewers to tune out. Stating more facts about how the local economy is hurting is necessary, as it reminds consumers why the local economy should be supported. It makes the mission more personal. The market’s web site and external communications through the online method already do a fairly good job. Minor changes or editing of its web copy and any co-existing literature are what this organization needs to make its statements more effective and more applicable to consumers who are part of a local community and region. Providing Ethical Alternatives 6 References Barboza, D. (2001). As Biotech Crops Multiply, Consumers Get Little Choice. New York Times, 2. Brewer, M. (2004). Developing Local Food Markets. OARDC News. Green Corps. Retrieved July 31, 2007 from http://www.cbgarden.org/. Kay, C. (1977). Notes on Utilitarianism. Retrieved July 31, 2007 from http://webs.wofford.edu/kaycd/ethics/util.htm. U.S. Department of Housing and Urban Development. Retrieved July 31, 2007 from http://www.usa.gov/hcs.cfm.htm. Read More