In addition, ethical objective are also applied to the treatment of employees, suppliers and shareholders. In the food production, suppliers seem to be an integral part because they provide all raw materials to producers, without them firms can’t provide enough food for the market. In this case, ethical objectives are the concerns of firms on their suppliers – farmers. Firms help farmers on improving equipment, facility and plan of production but it is farmers’ choice whether they want to do it or not; the firms won’t force them to do it. Reciprocally, the farmers will be able to approach new technology, increase the quality of product. It is slightly different between setting the ethical objectives and not setting ethical objectives in this case. If the firms don’t set the ethical objectives, they will constantly come back to farmers with the demand of upgrading equipment, the farmers don’t have choice, if they reject they face with the loss of contract and finally, the debt continually increases. That’s the way firms without ethical objectives keep farmers under control. This slightly difference makes difference in consequence. New farmers who haven’t lost much money in this “trap” will leave firms and firms faced with the truth to be unmasked. As a result the firms will be down soon. On contrary, firms work with ethical objectives will have good chance boost their popularity and more farmers will come to them. For example, in the video Food Inc., a farmer who supply chicken for Perdue (a large meat supplier in USA) has been lost contract with Perdue because of rejecting the demand of improving equipment that make a traditional breeding turn into mass production.
However, setting ethical objectives also causes some disadvantages to firms. These obstacles are considered as opportunity cost when they decide to go with ethical objectives. The first disadvantage might be the cost that they pay for modern technology and machinery that help them to remove bacteria from food. This cost takes from them lot of money and that’s why many firms ignore it to focus on their main purpose: making profit. However, it is just initial capital that all firms must pay for the foundation. If a firm decides to follow the ethical objective, it must be ready for this initial disadvantage. Moreover, the increasing in the cost of production will cause the decreasing in the profit or in another words, it reduce firms' freedom to maximize profit.
Finally, setting ethical objectives and not setting ethical objectives lead to different plans that firms will carry out in their production and from that, ethical behaviour can create the positive impact on the consumer psychology while unethical behaviour cannot. For example, while watching Perdue pickup chicken or Smithfield killing hogs, will they brave enough to buy products from these two firms anymore? Two these firms don’t even care whether these animals are suffering from disease or not, they just try do as fast as possible, collect as many animals as possible. In addition, the animal abused is unacceptable because it shows the bad integrity of those who directly do the pickup and those who “recruit” these workers. Here, the consumers will be questioning about the quality of food that is produced by these firms. As a result, firms gradually lose their consumers when the truth is unmasked. On the other hand, if the firms carry out their work with ethical objectives as their rule of thumb, consumers will learn to trust ethical brands and remain loyal to them, even during difficult periods. For example, in 1982, Johnson and Johnson spent over $100 million dollars recalling Tylenol, its best-selling product, after someone tampered with bottles of the painkiller. The company followed its credo, a set of ethical organizational values, and the result was a boost in consumer confidence, despite the contamination scare. Society benefits from business ethics because ethical companies recognize their social responsibilities.
In conclusion, firms increasingly recognize the need to commit to business ethics and measure their success by more than just profitability. This has led to the introduction of the triple bottom line, also known as "people, planet, profit." Ethical objectives play an important part in the existence and development of firms. It will decide whether firms are able to survive in the market or not. Firms that decide not to go with ethical objective will face to many problems from the consumers and public about their bad deeds.