Mutton dressed up as Lamb: A Marketing and Ethical Perspective

This paper investigates the issue of the disappearance of mutton in the supply chain in Australia. The research question centres around a proposition that misrepresentation of mutton as lamb may lead to this disappearance. The ethical and moral perspective of this issue is examined through a review of literature and an analysis of primary data that were collected through personal interviews. The personal interviews were conducted with persons associated with the food service industry, particularly buyers for non-institutional food service sector establishments. The findings suggest that there is a tendency at the supply chain level to conceal correct information relating to the identity of mutton. Since, it is not always legally mandatory to disclose the specifications of meat to buyers, marketers appear to have bypassed the issue. By doing this marketers have 'done things right' but failed to 'do the right things', as this practice of withholding correct information, though legally tenable, is immoral. The conclusion of the paper is that meat marketers have moral obligations to tell the truth to customers. Failure to do so may result in consumer discontent and imposition of regulation requiring mandatory disclosure of the type of meat being marketed.