The Industry of Vitro Meat
With a dramatic change in the market place and the rising demand of the consumers the same has experienced diversified situations and a sea change in the business landscape. In the present scenario business are going global and for this several issues are cropping up in terms of culture, value, ethics, acceptance and rejection. To be in the rat race it essential for the companies to yield the revenue from all the possible ways and even create more new ways to do the same. While performing these experimental achievements companies often get into the issues like ethical dilemmas, which lead them to more serious situation like, corporate social responsibility.
The companies come under this situation when their plans and policies of the profit maximization and production techniques oppose each other in terms of moral imperatives, where while obeying one point will cross the another; making the situation derogatory to itself. The state of “to be or not to be” creates the ethical paradox of moral philosophy. And this change of ethics or the impression of it steers ethical debates; resulting more fragile issue like the corporate social responsibility. The paper will discuss and analyze the industry of Vitro Meat on the issue of ethical production policies and meeting the corporate social responsibility (CSR). It will also address the issue by providing alternative ethical action for the much debated matter.
The Industry of Vitro Meat has caught up in the controversy of much debated issue as the Tissue Engineering magazine in 2006 caught the attention at large about its future plan of lab grown processed meat, which will be up in the market with in five years. This bizarre concept of buying man made tissue has sparked the ethical dilemma about the company’s activity and the product. As claimed by the company, the product will primarily be the source of speciality application; such as for the preserved food supply for space scientist in their long flight to mission. In a way it is an unavoidable fact that product with less fat and calorie; a healthy food in short will suffice the need the men on mission. Beside its preservative nature will help to solve the concern of quality food supply in the long stay over in the space.
Yet, the above concept is still a question when it looks further to market the product in an industrial scale to capture the commercial base. Company has discussed about the quality of the product and its betterment too. But, when it is produced for special application it expected to monitor in a special way and it is possible for its limited quantity. On the other hand; judging the product on a mass scale bring ample doubt about the quality checking of such a modified product. Company is also concern about bringing down the cost of meat production. This cost cutting also involves the lowering the cost of present production line up further. Thus, the dilemma occurs again that while trying to provide the market with a low calorie, high quality meat at mass scale, it is applying a cost cutting. It is an old saying that good things cost money, on contrary; the company is offering a better product at a cheaper price, which can baffle the consumers to have the controversial man made natural product.
Here comes the corporate social responsibility of the company to rethink the issue that it is building expectation in consumers’ mind about a high quality product, where compromising over cost issue in case of improving research and putting in it can not fetch a superior result. Still, claiming the same will be doing the dirty on the consumers. The large part of the costing of this engineering goes to the growing of medium, calf serum, but Vitro is pretty aggressive of bringing that cost too; by mixing of four different mushrooms to build the media. More over, the company is proud of its product for it does not leave any waste, bones or offal to dispose. But it is inevitable of all these to happen if a natural thing is consumed in a natural way. These unwanted wastes can feed others in the animal world who survives on these. Absence of these means crisis to their food. So, do Vitro have any right to disturb the natural ecological balance?
An advance perspective of the environmental issue also deals in a subtle way that if the meat is not consumed in the natural way, the breeding and rearing of the cattle will become lesser than normal. Talking about a much diversified out come, it will lead to decreasing animal waste manual resulting in scarcity of environmental friendly energy resources, such as bio-gas. Does the company have any right to create this environmental short fall to gain its own ground of synthetic creation? Thus, the question of corporate social responsibility surface again to react Vitro on the ecological imbalance for its lab meat in the market (McClinton, 2007). The company should feel the ethical dilemma it is already in for creating a false sense security in the mind of consumers. Like a known fact that the mild cigarettes contain less nicotine, but to meet the psychological need consumers end up smoking more than its regular counter part (Morgan, 2006).Like wise, the propaganda of controlling the omega 3-6 fatty acid will let the consumer feel secured and end up having more consumption than regular scenario counting fatter in-take through Vitro Meat.
The article on debate reflects the mentality towards its consumers by its behavior in serving them. When a company’s thought is aliened with the mentality like consumers are least bothered about the origin of the out come for not having any sense of how meat is produced or presented to them, it demur the tendency of the company to play around with the consumer’s feelings, believes and to make fool of them. The subconscious miscalculation of growth in the meat production sector will in fact leave thousands of workers jobless. Till now rearing cattle is a vastly common concept in the lives stock market. And the diminishing trend of the mentioned existence will eventually drift the society away from nature. All these points might appear to be a mouth full of verbosity, but time will take its toll; if human race tries to act against the nature, and in the present time the burning example of global warming due to several issues should remind the companies to think several times before taking any decision t save the society from the corporate hazards.
As the company has a global expansion structure, it will be servicing its proposed food to different countries. Considering the different culture, traditions, ethics, values and perceptions, serving cosmetic flesh with a topping of disguised originality will be an act of cheating the emotion of the consumers and their psychological need. Thus, it is for the Vitro to understand and realize its dilemma of providing solution to economy and technology and balance the act of capturing the mass market with all its pros and cons. To make up the cost of research and development of this technology the company is having a blind eye on the issue of mass scale production and the subsequent consumption to earn the extra revenue that will support the continuous process of development. On company’s part the behavior quite deliberate and aggressive to meet the cost of production and the obvious factor of keeping the bottom-line.
To make a conclusive step towards this dilemma and to address the corporate social responsibility of the company, it is important to consider its organizational structure. It matters the expertise of the managers involved in the project to mould the decision as per the situation. Along with this, it is vital that the organization have an influence on the ethical decision making. This will give will give a quantum stimulus to the power of the managers to tackle the situation if it is breaching the protocols of corporate governance. This strength can produce a positive influence in the behavior of the employees, which in tern will help them to take ethical decision on the strata of strategies and operation. To gain this perspective; special focus is needed on real-life work situations, hiring policy, managing, measuring performance, disciplining, firing policies, and providing incentives for credits, as well as producing quality products and services, and dealing effectively and fairly with customers, vendors, and other stakeholders (Trevino and Nelson, 2006).
Discussion of management policies only won’t actually help the dire state of this situation. Alternative of this ethical action could be the extension of the special application. Along with the astronauts, the company can place tenders with the national defense forces, where the soldiers had to spend tough moments with decreasing ration and remote possibility of having it. But this kind of product can stay fit for a longer time and thus, can be staged more with the troops. It also has its application in industry like merchant navy, where a large ration in the ship can cut the cost of delivery vehicles. Thus, income from these sectors or industries will yield huge and secured revenue, enough to meet the developmental cost. In nutshell, as long as this product is treated as an emergency one, it can create wonder. But to make it for mass appeal as a general product, it can create havoc in the market.
Morgan, L. (2006, November). The Myth of the Mild Cigarette. Ezine Articles. Retrieved April 4, 2009, from http://ezinearticles.com/?The-Myth-of-the-Mild-Cigarette&id=370546
McClinton, L. (2007). Test-Tube Meat. Retrieved April 4, 2009, from http://beefmagazine.com/
Trevino, L.K. and Nelson K.A. (2006). Managing Business Ethics: Straight Talk about how to Do it Right (4th ed.). Wiley.