[[ETHICS EXERCISE]] McDonalds has been the focus of criticism for many yearsfrom nutrition experts, consumer health groups, and the like. Critics point to the high fat and calorie content of McDonalds burgers, fries, and shakes, claiming that they contribute to obesity and other health problems. McDonalds has responded in a number of waysby adding salads to its menu, including fruit and other more healthful choices in childrens meals, and offering lower-fat, lower-calorie sandwich items. Still, the critics wont 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 McDonalds U.S. supply chain. So McDonalds is trying a new tactic: opening up the supply chain to the medias 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, McDonalds 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, McDonalds 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 McDonalds? 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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