[[ETHICS EXERCISE]]

[[ETHICS EXERCISE]]

McDonald’s has been the focus of criticism for many years—from nutrition experts, consumer health groups, and the like. Critics point to the high fat and calorie content of McDonald’s burgers, fries, and shakes, claiming that they contribute to obesity and other health problems. McDonald’s has responded in a number of ways—by adding salads to its menu, including fruit and other more healthful choices in children’s meals, and offering lower-fat, lower-calorie sandwich items. Still, the critics won’t go away. “Because we are the biggest and the best, some people like to take shots at us,” says J.C. Gonzalez-Mendez, head of McDonald’s U.S. supply chain. So McDonald’s is trying a new tactic: opening up the supply chain to the media’s view. The company invited Reuters reporters to tour one meat-processing plant to see exactly how its burgers are made. Reporters learned that each box of burger patties has a tracking number that can be traced back to the meatpacker that supplied the beef. In the future, McDonald’s plans to add a feature to its Web site that allows consumers to track the source of each ingredient in popular food items such as the Egg McMuffin. By providing this information, McDonald’s marketers hope that consumers will focus on the quality of the food they are purchasing. ⁵¹

1. Do you think that opening up the supply chain is an ethical strategy by McDonald’s? Why or why not? 2. Do you think the strategy will work, or do you think it might backfire? Explain your answer.

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