Business Analysis Essay
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Calgene, Inc
Calgene was founded in 1980 in Davis, California. They believed that genetic engineering could be applied successfully into the worlds Agricultural Business. In 1983 Roger Salquist joined Calgene as vice president of marketing. He helped shaped Calgenes Future direction by making product development responsible to research rather than to marketing, allowing science to drive the products. Calgene made three genetically engineered products. Before Calgenes first product, FLAVR SAVR, tomatoes we picked green and sprayed with ethylene gas to speed up the ripening process, where as with FLAVR SAVR the tomatoes could be left on the vine longer for ripening. This aided in the shipping process of tomatoes, regular tomatoes produce an enzyme (PG) causing the tomato to soften as it ripened, FLAVR SAVR would stop the enzyme release to make the tomato more reliable while shipping. Its second product was a gene altered cotton product that would be resistant to the herbicide bromoxynil. This cotton would be less prone to abnormalities, and be resistant to herbicides. Its 3rd product rapeseed, was genetically engineered to produce canola oil that contains laureate. Which would be used in shampoos, and detergents. In Addition the canola oil produced would be used in Mobil Oils biodegradable lubricants. . In 1992 Calgenes primary corporate partners were Campbell Soup Company, Rhone-Poulanc Agrochemie, Proctor and Gamble, Nippon Steel, and Mobil Oil.
Congress played a big role in agribusiness and biotechnology policy, and Calgene was attentive to its relations with congress. Salquist met with members of congress to help assure them that Calgene had a reputation for responsibility in its genetically altered products. Media also played a big role in shaping the environment of agricultural technology. Calgene s objective was to have an informed national press. Salquist had a policy of returning every phone call that reporters made. Journalist would call him up, for information in biotechnology as well as additional information. Having a relationship with the media also had some unexpected advantages. Salquist was notified of a protest that was going to happen, to deter the use of genetically altered products by activists, from a reporter. The activists concern was to raise public awareness of biotechnology and prevent the products to go on the market, at the same time activists were attempting to spread fear on the part of consumers, who were already weary of genetic engineering. Jerry Rifken, a man who opposed biotechnology, and his Center for Economic Trends, who also disapproved of biotechnology, went another route. He directed his campaign against the customers for agricultural biotechnology products. He went after Campbell Soup Company, one of Calgene s partners. He said he would lead a national boycott...
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