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Case from journal
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Reference no. NAC1908
Authors: Anne T Lawrence
Published by: NACRA - North American Case Research Association
Published in: "The Case Research Journal", 1999
Length: 19 pages
Data source: Field research

Abstract

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 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?

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Abstract

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 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?

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