Author: Lawrence, Anne T.
Source: North America Case Research Association, Case Research Journal, Winter, 1999; The Laurier Institute
Company Name: Odwalla Inc.
Number of pages: 20
Odwalla, Inc., a leading producer of fresh fruit and vegetable based beverages in the Western United States and Canada, was faced with a crisis in October 1996 when it learned that an outbreak of E. coli poisoning had apparently been caused by its unpasteurized apple juice products. How should Odwalla executives respond to the outbreak? What steps should the company take to rebuild its reputation and its brand? How should it respond to the possibility of increased government regulation of the fresh juice industry?