Odwalla, Inc. and the E. Coli Outbreak (A), (B), and (C)

copyright 1999
ISBN 0-324-03066-5

Case Teaching Package
A case teaching package is available for this case. It includes strategies for case presentation, key concepts, solutions to the assignment questions in the case, and suggestions for the most effective ways to work this case into your course.

Length
This case is 18 pages in length and its case teaching package is 8 pages.

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 company take to rebuild its reputation and its brand? How should it respond to the possibiolity of increased government regulation of the fresh juice industry?

This case is suitable for upper-division undergraduate or graduate level courses in business and society, business ethics, public relations, or public affairs management.

Study Questions

1. What factors contributed to the outbreak of E. coli poisoning described in the case? Do you believe that Odwalla was responsible, wholly or in part, for the outbreak? Why or why not?
2. What should Odwalla do, as of October 30, 1996? Please list at least three options and state the arguments for and against each. If you were a participant in the October 30 meeting at Odwalla headquarters, what actions would you advocate and why?