McDonalds case EDF B1

McDonalds case EDF B1 - Pollution Prevention in Corporate...

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McDonald’s: Case B1 • 1 March 1995 NATIONAL POLLUTION PREVENTION CENTER FOR HIGHER EDUCATION Pollution Prevention in Corporate Strategy Case B1: The Clamshell Controversy Susan Svoboda, Manager of the Corporate Environmental Management Program, University of Michigan, prepared this case under the guidance of Stuart Hart, Director of the Corporate Environmental Management Program and Assistant Professor of Corporate Strategy and Organizational Behavior at the Michigan Business School, as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. We would like to thank the National Pollution Prevention Center for supporting the development of this case. As a result, McDonald’s switched to polystyrene for their cups and sandwich containers, and launched an environmental education program to communicate to the public their rationale for the switch from paperboard to plastic. In 1989, McDonald’s piloted a recycling pro- gram in 450 of their New England restaurants by asking in-store customers to sort their trash into designated trash bins. The polystyrene was then shipped to one to eight plastic recycling plants formed in a joint venture of eight plastics companies. The program gained enough success that soon it was expanded to California and Oregon at the request of state officials, and involved a total of 1,000 stores. McDonald’s began planning a national expansion of the program. However, EDF Director Fred Krupp told Ed Rensi, Chief Operating Officer and President of McDonald’s USA, that he would publicly refuse to endorse the recycling program, because he did not regard it as the best environmental solution. Packaging in the Waste Stream Packaging is essential to a product’s performance. It protects the product throughout production, distribution and storage, provides consumers with product and usage information, and differentiates the product. Food manu- facturers and distributors also expect packaging to extend the product’s shelf life and to preserve the appearance, freshness, flavor, and moisture content of food. Effective packaging reduces food spoilage-rates and diverts more than its own weight from disposal. Introduction The Joint Task Force of McDonald’s Corporation and the Environmental Defense Fund (EDF) was in its third month of collaboration when a decision needed to be made about the expansion of McDonald’s polystyrene recycling program. The task force, formed through a mutual agreement between the parties, had been charged with finding ways to reduce McDonald’s solid waste through source reduction, reuse, recycling, and composting. However, one aspect of McDonald’s operations seemed to attract the public’s attention — the polystyrene “clamshell” sandwich containers.
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This note was uploaded on 08/06/2008 for the course ESM 210 taught by Professor Libecap during the Fall '07 term at UCSB.

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McDonalds case EDF B1 - Pollution Prevention in Corporate...

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