To read this content please select one of the options below:

Vegoganic AB: the dilemma of arsenic in rice products

Julia P. Rotter (Department of Forest Economics, Swedish University of Agricultural Sciences, Uppsala, Sweden)
Cecilia M. Mark-Herbert (Department of Forest Economics, Swedish University of Agricultural Sciences, Uppsala, Sweden)

Publication date: 6 August 2019


Learning outcomes

This teaching case aims to stimulate the debate over the issue of arsenic in rice and prepares students to make a decision by evaluating trade-offs and aligning moral values in a business context.

Case overview/synopsis

Rice feeds people in many parts of the world. This teaching case focuses on an entrepreneurial food producer who has strong sustainability values built into his business model. The CEO, Johan Henriksson, of Vegoganic faces a dilemma when a press release by the Swedish National Food Agency potentially threatens the core existence of the business. It challenges the CEO to take a stand on food safety and food security, as well as personal and societal values.

Complexity academic level

It is a discussion case, developed with undergraduate students in mind, but could be taken to a graduate level by including more advanced literature and questions.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 8: Marketing



Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names, financial and other recognizable information to protect confidentiality.


Rotter, J.P. and Mark-Herbert, C.M. (2019), "Vegoganic AB: the dilemma of arsenic in rice products", , Vol. 9 No. 2.



Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

Related articles