Advertisement

Odwalla: The Long-Term Implications of Risk Communication

  • Jennifer Reierson
Part of the Food Microbiology and Food Safety book series (FMFS)

On October 30, 1996, Odwalla, a company catering to health and nutrition conscious consumers, was alerted to a link between its apple juice and an E. colioutbreak. Contaminated apple juice has devastating potential given regular consumption by young children. Although the outbreak led to the death of an infant and illness of many other children, the majority of Odwalla's publics and stakeholders believed in its response and supported the company. The company, although struggling slightly after the crisis, underwent what many hailed as a successful renewal (Auerswald, 1999; Griffin, 2002; Odwalla, Inc., 1997). Odwalla retained 80% of its accounts (Odwalla, Inc.) and affected families and customers stood behind Odwalla as the company established itself as an authority on industry safety.

The Odwalla case reveals how one company can embrace a crisis and use it as an opportunity to become an industry leader, initiate industry wide change, and encourage organizational renewal. Odwalla's...

Keywords

Risk Communication Apple Juice Entire Industry Fresh Juice Hazard Analysis Critical Control Point 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

References

  1. Auerswald, B. A. (1999, June/July). Restocking the shelves: Recovering from a recall. Food Quality Journal. Retrieved July 11, 2006, from http://www.psandman.com/articles/restock.htm.
  2. Bacterial ailment traced to fruit juice brand (1996, November 1). The New York Times, p. A28. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  3. Belluck, P. (1998, July 24). Juice-poisoning case brings guilty plea and a huge fine. The New York Times, p. A12. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  4. Berger, W. (2000, October 25). Spinner's web weapons: T-chips and dark sites. The New York Times, p. H32. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  5. Brewer, G. (1997). When a crisis squeezes sales. Sales and Marketing Management, 149(6), 95. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1..Google Scholar
  6. Burros, M. (1996, November 20). Opting for an early warning when E. coliis suspected. The Wall Street Journal, p. C3+. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  7. Burros, M. (1998, July 1). Is it pasteurized? Juice labels will tell. The New York Times, p. F5. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  8. Castaneda, L. (1997, April 9). Odwalla struggling back from recall. San Francisco Chronicle, p. D2. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  9. Companies in crisis—what to do when it all goes wrong: Odwalla and the E-coli outbreak. (2005). Mallenbaker.net. Retrieved January 17, 2006, from http://www.mallenbaker.net/csr/CSRfiles/crisis05.html.
  10. Drew, C., & Belluck, P. (1998, January 4). Deadly bacteria a new threat to fruit and produce in U.S.: Fresh hazards [first of three articles]. The New York Times, p. 1.1. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  11. Evan, T. (1999). Odwalla. Public Relations Quarterly, 44, 15–17.Google Scholar
  12. FDA report indicates no E. coli 0157:H7found at Dinuba plant. (1996, November 23). KidSource Online. Retrieved January 17, 2006, from http://kidsource.com/kidsource/content2/ecoli/odwalla.11.23.html.
  13. Gallagher, C. (1997, October 13). Odwalla's 100% pure pressed carrot juice returns. PR Newswire, p. 1. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  14. Gallagher, C. C. (1998, January 9). Company took steps [Letter to the editor]. The New York Times, p. A18. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  15. Gammon, R. (1996, October 31). Odwalla recalls apple drinks. Santa Cruz Sentinel, p. A1. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  16. Griffin, G. (2002, August 4). ConAgra lies low after recall: Experts pan lack of public reassurance. Denver Post. Retrieved July 11, 2006, from http://www.petersandman.com/articles/conagra.htm.
  17. Groves, M. (1997, October 30). News and insight on business in the golden state; A maturing experience; Last year's E. colioutbreak forced juice maker to learn a lot in a hurry. Los Angeles Times, p. 2. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  18. Halsey, E. (1996, November 1). E. colipoisoning leads to Odwalla juice recall. CNN Interactive. Retrieved January 17, 2006, from http://www.cnn.com/HEALTH/9611/01/e.coli.poisoning/.
  19. Henkel, J. (1999). Juice maker fined record amount for E. coli-tainted product. FDA Consumer, 33, 34.Google Scholar
  20. Howe, K. (1996, November 2). Odwalla gets high marks for concern. San Francisco Chronicle, p. D1. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  21. Juice maker to pasteurize. (1996, December 6). The New York Times, p. A20. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  22. Lifsher, M. (1997, September 17). Apple growers revamp to reassure wary public. The Wall Street Journal, p. CA.1. Retrieved September 5, 2006, from ProQuestNewspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  23. Martinelli, K., & Briggs, W. (1998). Integrating public relations and legal responses during a crisis: The case of Odwalla, Inc. Public Relations Review, 24, 443–460.CrossRefGoogle Scholar
  24. Moore, B. L. (1998, August 19). Time may be right to take bite of Odwalla. The Wall Street Journal, p. CA 1. Retrieved October 26, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  25. Nax, S. (1998, May 27). Odwalla agrees to settle 5 lawsuits: The agreement resolves 17 of 20 lawsuits filed against the juice maker over an outbreak of E. coli bacteria in 1996. The Fresno Bee, p. C1. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  26. New look for Odwalla juices helps to mend image. (1999, September 20). The Wall Street Journal, p. B.11.G. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  27. Odwalla, Inc. (1997, August 22). The Wall Street Journal, p. A6. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  28. Outbreak of Escherichia coli 0157:H7infections associated with drinking unpasteurized apple juice. (1996). Journal of the American Medical Association, 276, 1865.Google Scholar
  29. Postlewaite, K. (1999). Critical conditions. Beverage Industry, 90(3), 26–27. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  30. Questions of pasteurization raised after E. coliis traced to juice. (1996, November 4). The New York Times, p. A17. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  31. Rapaport, R. (1997, October 6). PR finds a cool new tool. Forbes, p. 100. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  32. Richards, B. (1996a, November 1). Odwalla's contaminated apple juice blamed for E. colioutbreak in Seattle. The Wall Street Journal, p. B3+. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  33. Richards, B. (1996b, November 4). Odwalla's woes are a lesson for natural-food industry: FDA seeks tighter quality controls as E. coliraises concerns. The Wall Street Journal, p. B4. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  34. Rodriguez, R. (1998, July 24). Odwalla plea puts spotlight on safety. The Fresno Bee, p. C1. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  35. Seeger, M. W., Sellnow, T. L., & Ulmer, R. R. (2003). Communication and organizational crisis.Westport, CT: Praeger.Google Scholar
  36. Simmers, T. (1996, November 23). Safeway bars Odwalla rivals from its shelves. San Mateo Times, p. C1. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.118
  37. Thomsen, S., & Rawson, B. (1998). Purifying a tainted corporate image: Odwalla's response to an E. colipoisoning. Public Relations Quarterly, 43, 35–46.Google Scholar
  38. U.S. Department of Health and Human Services. (1996, October 31). E. coli 0157: H7 outbreak associated with Odwalla brand apple juice products. Retrieved January 1, 2006, from http://vm.cfsan.fda.gov/˜lrd/apple.html.
  39. Veverka, M. (1996, December 4). Odwalla still faces some problems that could make it a risky bet. The Wall Street Journal, p. CA.2. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  40. Warning label proposed for unpasteurized juice. (1998, April 22). The New York Times, p. A16. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.
  41. Williamson, S. (2000). Profiles in leadership: The big squeeze. Risk Management, 47(9), 14– 16. Retrieved September 5, 2006, from ProQuest Newspapers, ABI/Inform Global databases: http://proquest.umi.com/pqdweb?RQT=302&cfc=1.

Copyright information

© Springer Science+Business Media, LLC 2009

Authors and Affiliations

  • Jennifer Reierson

There are no affiliations available

Personalised recommendations