This study compares the responses of consumers and employees of a company (referred to as “professionals”) to two actual problems faced by that company, both of wich raised ethical questions. The two scenarios were dealing with the origin of gelatin used in the company’s products and how the company’s presented information about the content of GMO material presented in feed given to livestock from wich it sources milk for its dairy porducts. There was a convergence between consumers' and professionals’ ethical assesment and classification of the various options presented in the scenarios, however, it was noted that consumers' expectations with regard to ethics were little understood by professional group.