Consequentialism ethic and ethic of virtue relative to the flowers industry

Denis Moiseev

Introduction
First of all “a consequentialist act is right or wrong in itself because the rightness or wrongness of an act
is determined by its outcome. Utilitarianism the most popular form of consequentialism defines moral
conduct as that which promotes the greatest happiness of the greatest number.”(Dragunoiu, 2007)

Flowers out of season, have positive or negative consequences?

Retailers can use the consequentialist ethic for different reasons. It has been commonly assumed
that cut flowers have a positive influence on people. For example cut flowers are used to cheer
up the sick or as a symbol of joy on the occasion of birthdays and births, but also to enhance the
atmosphere at home or in the business environment. For many, beautiful arrangements of fresh
cut flowers are a must for a holiday table. Bouquets of unusual flowers make easy gifts, grab a
bundle from most supermarkets or order a bouquet online to be delivered. Whether one needs a
hostess gift, something for a special someone or a gift for the “hard to please”, cut flowers will
accommodate. Presence of flowers a person is perceived more positive, like more cheerful,
warmer, nicer, enterprising and opener. A further example of the positive influence of cut
flowers is in meetings of people who barely know each other. The presence of flowers has a
positive influence on people’s opinions of each other while subconsciously decreasing negative
emotions such as suspicion and self-centeredness. Other business environments where cut
flowers would enhance perception and experience are banks and hotel lobbies.

Moreover According to Peter Moran, CEO Society of American Florists Alexandria (2001),
claims ”people who work on flower farms in Colombia benefit from stable jobs, above-average
pay, and extended benefits, according to the International Labour Organization. Workers earn
one and a half times the minimum-wage requirements and receive such benefits as medical and
dental assistance, pensions, child care, and transportation services.” Retailers base their support
on the fact that is cheaper to import flowers from poor countries such as Kenya, Malta, Israel and
Colombia. Peter Moran claims that retailers only importing from countries with “clear and
stringent legislation on agro-chemical products and has made enormous efforts to promote safe
practices in the handling and application of pesticides.” By providing flowers out of season from
poor countries, helps to poor countries in some manner developing and helping economies to
grow and the people to work, which is consequentialism ethic. Recent research shows that
flowers flown from Africa can use less energy overall than those produced in Europe because
they're not grown in heated greenhouses (Seager, 2007). Mr Muchemi said “Kenya provided
31% of Europe's cut flowers, directly employing 500,000 people and another million through
auxiliary services.” “Air-freighted fresh flowers, fruit and vegetables from the whole of sub-
Saharan Africa accounted for less than 0.1% of total UK carbon emissions” he said.” Moreover,
while the average Briton emits 9.3 tonnes of carbon a year, the average Kenyan is responsible for
0.2 tonnes.” This study shows that according to consequelist ethic, import flowers out of season
from poor countries worth it.
But that's what the $40 billion a year, cut flower industry tells us. What they don't tell us is how
bad they are for the environment…

Most cut flowers, approximately 79%, are grown in South America, Africa, and Southeast Asia.
They are grown in climate controlled greenhouses using pesticides, fungicides, and herbicides
which including DDT (DichloroDiphenylTrichloroethane) and methyl-bromide. These
substances have been linked to health problems such as skin conditions, respiratory problems,
impaired vision, and birth defects. Many of the people who staff the greenhouses, and who come
in contact with the flowers on a daily basis, are now suffering from these problems. Study shows
that Columbian cut floriculturists are showing an increase in the prevalence of spontaneous
Abortion, prematurity, and congenital malformations among their children conceived after either
parent started working in floriculture. 127 different chemicals are used in these greenhouses. (M.
Restrepo and colleagues at Colombia's National Institute of Health) Investigations of genetic
mutations of floriculturists around the world showed genetic damage in over 71% of those
studied. (Journal Mutation Research, 2003)Early stages of cancer (DNA adducts) can be found in
60% of long-term floriculturists.(Environmental and Molecular Mutagenesis) “Female workers
in flower greenhouses have reduced fertility due to exposures to pesticides.”(Scand J Work
Environ Health 2000). “Among male floriculturist pesticide applicators, prostate cancer and
testicular cancer are significantly elevated. Among female’s applicators, cervical cancer
incidence is significantly increased.”(Journal of Occupational & Environmental Medicine).

But not only workers are suffering; the environment is suffering as well. Methyl-bromide has
been linked to the destruction of the ozone layer. DDT usage has caused serious problems for
many animal and bird populations. Small amounts of these chemicals are dangerous but most
greenhouses are using a lot. It contaminates the ground and water, hurting animal and fish
populations and it reduces the amount of drinkable water in many communities. Costa Rica's
flower industry is responsible for direct discharge of pesticide residues into waterways, washing
of pesticide equipment in waterways, and runoff reaching important aquifer recharge areas.
Important aquifers are located directly in areas with extensive ornamental plant cultivation.
(Journal Environmental Health Perspectives Volume 110, Number 5, May 2002)

Once the growing stage is complete, the cut flowers are sent all over the world. They travel to all
over the world is far distances, anything that travels a long distance is causing pollution and
using a lot of resources to make the trip. During the trip they are often sprayed with more toxic
chemicals so that no bugs or insects make the trip and so that each and every blossom looks its
best. As Niala Maharaj and Gaston Dorren note in The Game of the Rose: The Third World in
the Global Flower Trade, "Flying 44 tons of flowers from southern Africa to western Europe
consumes 60 tons of jet fuel. Adding the energy consumption of trucking the flowers from the
farm to the airport and from the airport to the customer, it is safe to say that a vase holding a
bunch of ten imported flowers contains well over half a liter of oil." Florists in this country touch
these flowers and are reporting skin rashes and breathing problems. Once the flowers get to a
florists shop, they are typically arranged using floral foam which helps to hold them in place.
This foam is a petroleum bi-product that off gases formaldehyde when soaked in water. It is also
non-biodegradable. A leaf shine product is typically used to shine up the greenery this is an
aerosol product and aerosol products hurt the environment.
Merits of the consequentialist ethic
According to analysis in this paper cut flowers out of season do not look as great as it seems in
the beginning. From one side people who receive pleasure and joy from giving/receiving flowers
as a gift, from other side poor workers with diseases and damage to environment.

From one hand workers in third world countries suffer from diseases that pesticides cause like
health problems such as skin conditions, respiratory problems, impaired vision, and birth defects.
But from the other hand they can use some different chemicals or start wearing masks and gloves
when they work with flowers. Moreover as Peter Moran claims”people who work on flower
farms in Colombia benefit from stable jobs, above-average pay, and extended benefits, according
to the International Labour Organization. Workers earn one and a half times the minimum-wage
requirements and receive such benefits as medical and dental assistance, pensions, child care,
and transportation services.” Basically workers know where they are going and for what, they
work with dangerous chemicals but have above-average pay to feed their families and receive
such benefits as medical and dental assistance, pensions, child care and transportation services.
As workers work to feed their families they are also work for their country by exporting this
flowers, it help to economy of countries to grow. Also exporting flowers from this countries give
job to people, only Kenya exports 31% of flowers to United Kingdom and it makes jobs to
500 000 people.

In terms of transportation of flowers as Niala Maharaj and Gaston Dorren note in The Game of
the Rose: The Third World in the Global Flower Trade, "Flying 44 tons of flowers from southern
Africa to western Europe consumes 60 tons of jet fuel. Adding the energy consumption of
trucking the flowers from the farm to the airport and from the airport to the customer, it is safe to
say that a vase holding a bunch of ten imported flowers contains well over half a liter of oil." It
cost a lot of fuel to bring flowers to consumers, and as everyone knows jets are not good friends
to environment and ozone layer. But from the other hand Mr Muchemi said “Air-freighted fresh
flowers, fruit and vegetables from the whole of sub-Saharan Africa accounted for less than 0.1%
of total UK carbon emissions” he said.” Moreover, while the average Briton emits 9.3 tonnes of
carbon a year, the average Kenyan is responsible for 0.2 tonnes.” So maybe developed countries
start think about environmental damage of themselves, instead of claiming about transportation
between countries is a huge problem for environment. Moreover jets are will not stop flying,
people fly everyday for different purposes business or just traveling, in the world of globalization
huge amounts of goods are transporting and transportation of flowers not such a big role in it.

Florists, in country which is importing flowers, are reporting skin rashes and breathing problems.
As for workers in poor countries, will be for florists use security masks and protected gloves,
exist possibility that in poor countries people cannot afford it, but in, for example UK, every
florist can afford it. According to utilitarianism theory “ethically right choice in a given situation
is the one that produces the most happiness and the least unhappiness for the largest number of
people.” So if compare people who suffer in poor countries by diseases (but have above-average
salary), to people who have joy and pleasure to give/receive flowers all over the world, it is
good. But how can we measure happiness?
According ethic of virtue consumers, as the final decision maker in the supply chain may
respond to the retailers that provides flowers for sale that out of season. Consumers in such
circumstances should buy flowers which were grown in United Kingdom and every time asks
retailers questions such as:

- Where these flowers were grown?

- What kind of fertilizers was used?

- When flowers were cut?

These questions will help to consumer figure out where flowers came from, and if it is flowers
from poor countries, consumer should not buy this one and go to another retailer. By that if every
consumer will do so, retailers who provides flowers out of season will stop doing it, because it is
not demanding anymore. So consequence might be from one hand environment will be less dirty,
and from another hand only in Kenya 500 000 people will lose their jobs. The important thing is
about what consumers care. If they care about environment they should not buy flowers and buy
electric car. If they care about workers in other countries they should buy flowers to support this
industry and not let workers lose their jobs. Moreover it is important if consumers think only
about themselves (as they mainly do) they should not buy these flowers, because it contains
pesticides and other chemicals that are dangerous for health. So best solution would be to force
flowers out of season industry use more safer chemicals and in less amounts. This solution might
hit pockets of retailers, but they will not have to pay so much for medical assistance for workers,
workers will be healthy and work better, florists will stop claiming about skin rashes and
breathing problems, consumers will be more secure, and flowers will stay alive longer.

References
Study

Agrotechnology en Food Sciences Group, N20e, 17 august 2009 Dr. Jozina Mojet, Dr. Rob van
Veggel, Ing. Nancy Holthuysen and Prof. Dr. Ep Köster

Wageningen University and Research Centre

Centre for Innovative Consumer Studies

M. Restrepo and colleagues at Colombia's National Institute of Health, published in the August
1990 issue of the Scandinavian Journal of Work, Environment and Health (SJWEH),
http://www.sjweh.fi

Journal Mutation Research 543 (2003) 251-272

http://internat.martinique.free.fr/biblio/genotoxicity_of_pesticides.pdf

Environmental and Molecular Mutagenesis Volume 34, Issue 1 , Pages 52 - 56

http://www3.interscience.wiley.com/cgi-bin/abstract/63500203/ABSTRACT

Journal Environmental Health Perspectives Volume 110, Number 5, May 2002

http://ehp.niehs.nih.gov/members/2002/110-5/focus.html
Scand J Work Environ Health 2000;26(2):131-136
http://www.sjweh.fi/show_abstract.php?abstract_id=522

Scand J Work Environ Health 2000;26(6):492-500

http://www.sjweh.fi/show_abstract.php?abstract_id=573

Journal of Occupational & Environmental Medicine. 41(4):279-288, April 1999.

http://www.joem.org/pt/re/joem/abstract.00043764-199904000-
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Book

The Game of the Rose: The Third World in the Global Flower Trade by Niala Maharaj and
Gaston Dorren, 1995