In all frankness, due to its past actions, I do not trust Monsanto to fulfill any more obligations it may have to society. First the incident with dioxin, which resulted in a $180 billion-dollar settlement in 1979. Then again in 2003 they paid 700 million dollars because of that fact they were not only dumping PCB waste into a creek in Anniston, Alabama, but also allowed it to go on for forty years! Where was their sense of moral obligation to society during all these decades? Research is indicative that ethical branding, used by many companies, has several factors that must be present, including the conception of the company’s core values, derivation on three levels (organizational, product, and added service value), have moral obligations,