Clarke Case Study

Going Green

The company Clarke is a family-owned business that has grown since 1946 and is now the largest mosquito abatement firm in all of the districts in the US. They have been involved in the industry since 1927, when John Clark Sr. wrote the legislation that established the Mosquito Abatement District in the state of Illinois. The main goal was to produce a full, high-quality selection of products for the Mosquito Abatement Districts, taxpayer-funded municipal regions, individually administered, and state government entities.

Starting out with their mission to provide pesticide applications, they have grown to provide turnkey mosquito management systems, which include necessary personnel, chemicals, and public education equipment. This case involves the company Clarke and their efforts to go green and focus on environmental CSR, which seems to be what most companies are trying to do nowadays. Consumers see "going green" as a company that produces goods that are not harmful to the environment. It projects an overall better image for the company, which in return pleases environmentalists and helps to generate a better customer database and larger profit.

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It also gives companies a way to be innovative with their products and differentiate themselves from their competitors in the market, and promotes a global initiative to provide a better overall living environment for consumers. Their overall goal was to be able to shift their industry and bring in a new business model that would be able to change the industry in a positive way and give them an upper hand over their competition. They followed four core values, which are:

1. Extend the Reach: Responding to the growing interest in environmentalism.
2. Innovate: Helping their company grow with new products.
3. Sustainability
4. One Clark: Creating a culture of shared aspirations.

Over time, Clarke developed a new product called "Natular," which was redeveloped and made environmentally friendly for multiple aquatic habitats such as lakes, ponds, retention ponds, and potable water containers. The main issue that the company faces is that they are having difficulty adding this product because it would potentially alter the overall consumer base that they have.

With the company trying to go green, this product does not really promote the "going green" initiative because, in reality, this product is still a pesticide. It seems a bit contradictory to go green when you are producing pesticide products.

Question: How can a company become a leader in the pesticide industry while demonstrating environmental responsibility in everything it does in a way that is both profitable and credible to its customers, employees, and other stakeholders?

The question stated above is what the main issue was discussed in their recent meeting, and how they could go about solving this issue without sabotaging their business as a whole and losing their current customers. I believe that the bottom line is that they can go green, but what methods can they use to begin the process, being that they are in the industry that they are. The type of industry they are in is already making products that have been known to harm the environment, not by choice to harm the environment, but that’s typically what they do when consumers use them for the things that they are used for.

In this case, killing mosquitoes, which can also, in the long run, be very costly for the companies because there are specific regulations that they are to follow enforced by the Environmental Protection Agency. They can shut down any operations that Clarke has if they suspect that they are not following the regulations that they are to abide by. That could make it more difficult to create new products that could help them promote going green.

With the four goals that I mentioned earlier, they should not have any problem trying to implement new CSR strategies that would eventually make them more environment-friendly. They just have to be sure that they abide by regulations and continue working to develop their products to be more environment-friendly until they achieve their overall goal.

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