Curtin and Boynton (2001) discuss that critics of teleology suggest that “knowing the consequences of actions before the fact can be difficult, that not all things can be assigned a numerical value, and that looking only at short term consequences can be short sighted” (p. 412). Although this may be true in looking at a crisis after the fact, teleological ethics can be utilized in an attempt to “fix” the aftermath of a crisis through its communication strategies and, in this case, the influence of the crisis on the food industry. Teleological ethics, particularly utilitarianism, could be utilized both prospectively and retrospectively in any crisis situation.