Set in April 1990, the case focuses on the HJ Heinz Company and its subsidiary, StarKist, the largest producer of canned tuna in the United States. In the 1980s, the public is becoming increasingly concerned about tuna fishing practices that kill dolphins. StarKist was the target of a consumer boycott initiated by the environmental community. Worried that bad publicity from the boycott would threaten the StarKist brand and other branded goods Heinz, Heinz senior management decided that StarKist Tuna is the first processor will not buy tuna caught methods that kill dolphins. When making a decision, Heinz executives were not sure how StarKist two main competitors will react, or how this decision will affect the procurement of raw tuna, StarKist largest expense item. Discussed harvesting (fishing) and processing (canning) sector tuna industry. We also discuss the law on the protection of marine mammals, and the U.S. trade sanctions against Mexico and other countries. "Hide
by Richard HK Vietor, Forest Reinhardt, Peggy Duxbury Source: Harvard Business School 24 pages. Publication Date: April 22, 1994. Prod. #: 794128-PDF-ENG
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