Other companies who did not purchase products from PCA, such as The J.M. Smucker Company, and Unilever, also had to react. Even though their products had nothing to do with the recall they still felt that it would benefit the greatest amount of people to keep communications going throughout the crisis. They implemented public communication strategies to keep their consumers up to date with the information they had and let them know that they were not involved. They also found it effective and ethical to respect their loyal consumers and let them know that they could trust their products. These companies also employed positive ethical strategies and eventually enjoyed the positive consequences of a trusting, stable relationship with consumers. Their actions reveal that the business ethics principles of Utilitarianism can be an effective decision-making framework in any crisis situation.