The Washington Post informed its readers that FreshDirect, a New York grocery delivery service, is going to be available in Washington. The company does not have any brick-and-mortar locations.
The company states “Its mission: To bring produce, dairy and meats from local farms, fisheries and cattle ranches straight to peoples’ homes in about half the time it would take a traditional supermarket. Local selections will include shell crab, oysters and rockfish from the Chesapeake Bay, angus beef from Maryland farms and organic chicken from Shenandoah Valley Organic in Harrisonburg, Va.”
Jason Ackerman, co-founder and chief executive, said “Washington is full of busy working people. They value great quality food, but they also need convenience.” FreshDirect has adapted to customers’ requests over the years while still keeping a focus on fresh foods. “I’m not going to win over any customers by carrying Tide,” he said of the laundry detergent. “I’m going to carry Tide to be convenient. But I’m going to excite people by carrying a great jumbo blueberry or a fantastic ripe cantaloupe that’s better than anything they’ve tasted before.”
Based on what Ackerman says and how he presents the company we can ask a question. Is the company acting in conformity with duty or are they acting from duty?
To answer this question we must look at Kant’s idea of The Good Will. The Good Will is a good intention, rational, and formed from respect for duty. We look at this in two ways, people either do the right thing because of some other inclination or simply because it is the right thing to do. When we look at FreshDirect are they selling good quality fresh products because it will encourage customers to come back and help the business or because it is the right thing to do? We know what is right but may do it for other reasons. Kant says we never know what our actions are done by, but everyone aspires to act from duty. Only actions from duty have a moral worth.