“Behind the Cover Story: …” by R. Nolan

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Table of Contents

Introduction
Highlighted Issues
Utilitarian Theory of Business Ethics
Stakeholders
Solutions for the Business Issue
Summary
Reference List

Introduction

This paper consists of an analysis of the article with a critical look at some of the issues raised in the article and a discussion of these issues with regard to the appropriate business ethics theory. The arrangement of this paper is in a comprehensible format, starting with a discussion of the business ethical issues identified in the article, an overview of the appropriate theory, and possible ways of resolving the issues that the article highlights. The paper also identifies the stakeholders that these issues are likely to affect, and finally comprises a conclusion and overall recommendations.

The article, Behind the cover story: Mark Bittman on the Reality of ‘Healthful’ Fast Food (Nolan 2013), encourages people to develop a habit of eating own prepared food. The maker becomes aware of the food ingredients rather than eating fast foods. The author argues that most of these fast food centres serve junk foods. The few people that prepare healthy food set prices that most people consider as expensive. In addition, Nolan (2013) argues that apart from encouraging people to cook their own food, the general community has a duty to make sure that healthy fast food is prepared and served to the customers and not junk fast foods. The author considers serving customers junk fast food as unethical business behaviour.

Highlighted Issues

The first ethical issue highlighted in the article is that most fast food centres sell junk foods and overlook the health implications that such food has on their clients. The selling of unhealthy food is unethical business behaviour that deprives the consumer of his or her right to health. The author of this article notes that most people no longer possess the desire to cook their own food, for understandable reasons.

Although eating own cooked food ensures a healthier diet for a person knows the food ingredients and the safety of the food contrary to fast foods, people opt not to cook. According to Nolan (2013), most people consume fast food in the present age, whereby people are busy, fast, and have limited time to cook their own food as opposed to earlier years where the demands of life were fewer. This phenomenon has resulted in people rushing for fast food. Given that a large portion of community eats this food, there is a need to make sure that it is well prepared in conformity with healthy food preparation methods. The article cites examples of people who are likely to eat fast food as travellers, children, and people who are generally in a hurry.

A second ethical issue identified in the article is the use of harmful additives in fast foods in order to minimize production costs, enlarge the clientele, and earn super profits as another cause of the unethical habits that are common in the fast food business. Mixing fast food with harmful additives is contrary to ethical business behaviour. However, the article is keen to state that not all fast food centres serve junk food. Some centres prepare healthy fast foods, although the food prices at such centres are quite high for the ordinary person. The article gives examples of Lyfe in California, Freshii in Chicago, and Shop House in Washington DC.

Consequently, the majority of people are denied their right of eating healthy food. The article estimates that about 10 per cent of people that have a higher income eat healthier foods. The majority of low-income earners consume junk food and a substantial number of the middle-income group has been ignored as if this group is not existent. The demand and need for healthy food by this group of the population is usually overlooked. The author is of the view that people have the right to eat genuine foods.

A third ethical issue raised in the article is that fast food businesses do not reveal the ingredients used in the foods to the detriment of the consumers’ health. The act of concealing or failure to disclose the entire set of ingredients amounts to cheating customers, which is against ethical requirements and good business practice, and thus it amounts to unethical business behaviour. The author points out that although it is well within the rights of the fast food centre to conceal its trade secrets, it should do so with the safety of the consumers’ health in mind.

If the people making the food opt to take a different approach that has health implications to the consumers, they should, at the very least, reveal the ingredients used so that people eat such food at their own peril. It is difficult to guarantee the safety of fast food for the people that make it do not disclose most of the additives they use to their customers.

Lastly, the author questions the ethics of businesses cheating customers through supplying them with unhealthy food purporting to be healthful food. Nolan (2013) adds that the act of fast food businesses supplying unhealthy food to consumers is deceitful, goes against fair business practice, and thus it amounts to unethical business behaviour.

Generally, the article suggests that the community should strongly condemn the supply of unhealthy food in the fast food stores or centres for there are several reasons that cause a person to consume fast food; for instance, when travelling or in a hurry. The author continues to pledge to the general community to develop the habit of cooking their own food.

Utilitarian Theory of Business Ethics

The article has identified some issues, which is requiring discussion using a business ethical theory. The identified issues include fast food centres selling junk foods, fast food businesses not revealing the entire food ingredients, using harmful additives in fast food, and fast food business supplying unhealthy food to customers.

The utilitarian theory of business ethics is the teleological theory that best addresses the issues that the author raises. A study done by Derry and Green (1989) on critically assessing business ethics found that the utilitarianism theory best explains how the conduct of business should apply by incorporating proper behaviour and yet achieving its purpose of profit maximisation. The study argued that although many theories explain the conflicting views between moral rights and the business strategies that aim at profit maximisation, the utilitarianism theory accommodates these conflicts. The utilitarianism theory proposes that business is about weighing costs against benefits while putting emphasis on the long-term benefits to the business.

Therefore, put into action, a business owner’s strategy would be executing plans that require less input with regard to capital while generating more in terms of profits. At the same time, the business ought to consider the society’s benefits while minimising environmental harm. The issues identified by this article clearly go against the essence of this concept by aiming at super profits by selling junk foods while neglecting the basic rights of other stakeholders.

The article offers a few recommendations. One recommendation that the author makes is that the international community should intensify the sensitization campaign to discourage fast food businesses from preparing junk foods by alerting people not to eat such food. This move ensures that people that choose to eat junk food and endanger their health do so out of choice instead of ignorance. This is the same strategy used by cigarette companies. Most of the companies include a warning on the health implications of smoking on the package so that people that smoke the cigarettes do so at their own peril. Secondly, non-profit organisations for example the World Food Organisations should undertake global sensitization campaigns to encourage people to cook their own food as recommended by the author of this article.

Stakeholders

Other stakeholders that participate in the business include:

Consumers

The author writes about healthy fast food with the American market in mind. This article gives examples as follows: travellers, children, and people on hurry. In addition, workers in the big cities are also stakeholders who are affected by eating junk fast foods for a majority of them do not cook and thus they rely on eating fast food.

International Community

The effects of the fast food chains affect consumers internationally as these chains operate beyond borders with some of them having a greater impact than others do due to their size and consequent influence. The large enterprises can operate in any market due to their financial capabilities, a good example being the McDonalds enterprise. The United Nations also sanctions the involvement of the international community in the enforcement of basic human rights, which include the right to health.

Fast Food Businesses

The fast food businesses are the key stakeholders in this business. These companies have the task of making fast food for the benefit of the community. Without these fast food businesses, travellers, people who lack the time to prepare their own food, and many others would suffer due to the lack proper food to eat. However, these businesses risk running into losses due their production of junk food.

The advancement in communication technologies has made it easier for people to get information, and thus they are becoming aware of what is happening in China’s Fast food chains, where there has been documentation of many of the fast food businesses using toxic ingredients that seriously affect people’s health, in their bid to rake in profits. It is likely that such information might cause people to make decisions against eating fast food.

Solutions for the Business Issue

There is more than one way for businesses to make profits without the use of products that would end up harming the consumer. Most people would be willing to pay a slightly higher price for better quality food and exceptional services. This aspect is also a good marketing strategy as the more people enjoy good quality delivered by a business, the more customers the business is likely to attract.

Both the fast food business owner and consumer should exercise due diligence with regard to the roles that they play concerning the fast food business. Although some products are not healthy in large quantities, they are a nice treat if the consumer takes caution to eat foods made using such products sparingly. Therefore, as much as most of the blame in preparation lies with the business owner, the consumer should exercise due diligence in his or her actions. The business owner should also exercise due diligence by stating some of the products that might affect the consumers’ health when consumed in large amounts. In addition, people should be encouraged to cook their own food whenever possible in order to avert the danger caused by fast food consumption

Governments should enact consumer protection laws to protect its citizens. In the likely case that these laws already exist, government should work on ensuring their strict enforcement. Such enforcement can take the form of random and regular inspections of fast food centres, shutting down businesses that do not comply with the set regulations and the application of stiff penalties for the use of hazardous products in food.

Governments bear the duty of controlling international enterprises in their countries. It is for this reason that they should ensure the protection of their citizens from any foul play. For instance, McDonalds, which this article exemplifies, operates in almost every part of the world. Local legislation is also necessary in the control of the use of hazardous products in the making of food sold to the public.

Summary

This article dealt with the issue of unhealthy fast foods. The author argued that despite the efforts made to sensitize people to develop a habit of eating own prepared food; people still opt for fast food for various reasons. The article urges the community to be responsible in making sure that foods fast food centres meet the standards for quality food. Furthermore, the fast foods must be served at reasonable prices that are affordable to the majority of the community.

Reference List

Derry, R & Green, M 1989, ‘Ethical Theory in Business Ethics: A Critical Assessment’, Journal of Business Ethics, vol. 8, pp. 521-533.

Nolan, R 2013, ‘Behind the cover story: Mark Bittman on the Reality of ‘Healthful’ Fast Food’, The New York Times Newspaper. Web.

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