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For all its talk of its socially responsible rhetoric, at the time of the poisoning Odwalla resembled a train loose on a downhill track. With pressure to meet production schedules, managers suspended good judgment and good manufacturing practices. Nothing is more revealing than management's willingness to put the broader interests of the company ahead of its own vanity. And no ethical oversight can compensate for a rupture in personal ethics.

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Odwalla’s 2-Step Strategic Plan:

1. Call for competitors to stop selling unpasteurized apple juice

2. Consider heat treatments for its apple juice product

Innovative New Process:

Flash Pasteurization

“most effective guard against E. coli, while maintaining as much flavor and nutrients as possible”

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Corrective Actions:

Dedicated website

Toll-free 800 phone numbers

Refunds & payment of medical costs

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Based on a recommendation from the FDA, on October 30, Odwalla's Chief Executive Officer Stephen Williamson voluntarily recalled 13 products which contained apple juice from about 4,600 stores. Carrot and vegetable juices were also recalled the following day as a precautionary measure, since they were processed on the same line. The recall cost the company $6.5 million and took around 48 hours to complete, with almost 200 trucks being dispatched to collect the recalled products. Odwalla opened a website and a call center to handle consumer questions about the recall.

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On October 30, 1996, health officials from the state of Washington informed Odwalla that they had found a link between an outbreak of the E. coli O157:H7 bacterium and a batch of Odwalla's fresh apple juice produced on October 7.
Denver Children’s Hospital:

Anna Gimmestad diagnosed with E. coli poisoning

Washington Dept. of Health:

Evidence of link between Odwalla apple juice & E. coli outbreak

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Food Safety Attorney Bill Marler on E. coli O157