Food retailers are particularly exposed to ethical scrutiny given their central position in the supply chain. One way for retailers to differentiate is by taking responsibility for what is being offered to the consumers, referred to as category management. This case focuses on one food product, the tiger shrimp. Corporate Social Responsibility offers an extended perspective of values and criteria for evaluating organizational performance, which is founded in economic, social and environmental aspects of corporate conduct. The case offers a unique perspective on how a traditional company rationalizes choices that go beyond maximizing pure profit objectives. Social media is a new mechanism being utilized for accountability and governance of stakeholder relationships.