Going Green Or Terribly Toxic
James M. Borneman, Editor In Chief
For years, the US consumer seemed uninterested — T-shirts were just T-shirts, toys were just toys, dog food was just dog food and even fish were just fish. One rarely considered the safety of toothpaste, and the current contaminations chillingly harken back to the Tylenol cyanide-tampering scare of 1982.
US consumers are used to these types of negative events being handled as Johnson & Johnson handled the Tylenol crisis — that company set the bar for crisis management. J&J immediately ceased production, recalled 31 million bottles of Tylenol at a cost of more than $100 million, and sent a team of researchers and scientists to get to the source of the tampering. J&J was vocal in the media about the dangers of the product and initiated the use of tamper-resistant packaging. Within months, the company regained its market share and may have earned a stronger following due to the integrity it demonstrated to the US consumer.
Looking at the fiasco of toys decorated with lead paint and Chinese-made tires that were supposedly not made to original specification, there is clearly an additional challenge here. Who stands up and owns the problem? Is it the retailer? The importer? The brand? The manufacturer?
J&J was able to stand up and own the problem, resolve it and move on. That may not be possible here. Recently, the Chinese government announced a four-month “special war” to raise product quality. According to reports in the China Daily newspaper, eight categories of products are involved. Vice Premier Wu Yi, who recently was appointed to head
a Cabinet-level panel on food safety and quality control, was quoted as saying, “ This is a special war to protect the safety and interests of the general public, as well as a war to safeguard the made-in-China label and the country’s image.” That announcement came the same week The Wall Street Journal ran an
article detailing river pollution in China under the header “Ravaged Rivers” and titled “China Pays Steep Price As Textile Exports Boom — Suppliers to US Stores Accused of Dumping Dyes To Slash Their Costs.” The story details Hong Kong-based Fountain Set’s 230-acre Dongguan Fuan textile campus, which it states is responsible for 6 percent of the world supply of cotton knits and is accused of dumping 20,000 tons of contaminated water into a nearby river each day.
The US has had its share of environmental problems, but US manufacturing has come a long way. If how it is made and what it is made of matters to US consumers, and big retail is going to hang its hat on going green — then the opportunity to promote “made green in the USA” would ring loud and clear. Just maybe, T-shirts aren’t just T-shirts, toys aren’t just toys, dog food isn’t just dog food, and even fish aren’t just fish.