Page 264 - Business Principles and Management

Chapter 10 • Organizational Communications

Focus On...

Labeling Ethics–Communicating to
Change Attitudes

Monsanto frequently ranks as one of America’s 200 largest firms.
Although the public may not recognize the name, many people
are familiar with at least one product—NutraSweet. NutraSweet
is Monsanto’s brand of the sugar substitute aspartame often used
in diet foods and drinks. At any grocery store, read the “contents”
portion of labels on canned and packaged foods, and you will see
how popular aspartame has become.
Aspartame received bad press in its early days and still does in spite
of the fact that the Food and Drug Administration (FDA), American
Diabetes Association, and other groups declared it safe for public con-
sumption. Research by organizations other than Monsanto has also
found it safe. Critics, however, think aspartame is not safe. Some think
aspartame use may lead to headaches, blindness, cancer, and other
problems, although these assertions are not supported by scientific
evidence. Yet Monsanto continues to receive complaints in spite of its
extensive communication efforts to convince the public otherwise.
Although American-made products must list sugar substitutes,
some other countries do not have the same requirement. In Europe
and Asia, for example, manufacturers are not required to list sugar
substitutes. Simply listing “sweetener” is acceptable, whether it is
sugar, aspartame, or something else. This practice arises for economic
reasons. For example, aspartame is easier and cheaper to ship, is
subjected to fewer trade barriers and tariffs, is easily available when
there is a sugar shortage, and is cheaper when sugar prices are high.
Monsanto makes other controversial products that have also received
public criticism. Those products involve biotechnology—the genetic alter-
ing of crops that we eat. Examples include modifying one or two genes
in soybeans, potatoes, and corn to make them more resistant to insects
and diseases. Although scientific experts find biotechnology acceptable,
critics reject genetic altering and want it stopped or tightly controlled.
With a growing population worldwide, how can farmers increase crop
output and be more productive? Biotechnology can increase crop yields.
Again, Monsanto has spent millions of dollars persuading the public that
its new products, which are approved by the FDA and the American
Dietetic Association, are not injurious to human health.

Think Critically

1. How does the public’s resistance to Monsanto’s NutraSweet
differ from the resistance to its biotechnology products?
2. Is it unethical to exclude aspartame from the listed contents
of prepared foods in other countries?
3. Would Americans find it acceptable if the contents of food
and drink products simply listed “sweetener” rather than
“sugar” or “aspartame”?
4. Investigate Monsanto’s success with its public communication
efforts. Obtain information from your library or visit Web sites
such as www.monsanto.com. Present a report to your class.

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