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At the outset of the crisis Odwalla identified two major areas for concern with their stakeholders; Communication (both internal and external) and of course the Contamination itself. The strategy they developed in handling these two areas reflected their core values. They accepted conspicuous responsibility by offering to pay medical costs. They set up continuous communication channels by holding daily conference calls in the company, creating a web site and holding twice daily news conferences. As a result of the conference calls distributors were able to visit retailers on a regular basis to share information with them. They provided a fast and effective response by recalling the products and by exploring all options for a more permanent solution based on newfound evidence. They provided personalized customer service by contact from the highest level with families of those affected and by having a website and an 800 number. .
Up to October 30th, the company had been working on the assumption that apple juice, being naturally acidic, did not require processing to kill microbes. Once it had been determined, on November 5th 1996, that indeed Odwalla apple juice was indeed at fault for 60 people becoming ill and 1 child dieing, the company decided that what would be best would be changing their methods of processing. The Company was working under a set of guidelines that the whole industry and government assumed were correct. In fact the company exceeded these guidelines in many ways to ensure quality and purity. The guidelines failed but the company did not try to defend its policy. It admitted its fault; it scrapped its mode of operation and consulted with experts to help it start over again fast. In exploring their options at this time they were always cognizant of their company values as well as the scientific issues and the views of their stakeholders. .
On November 7th Odwalla reintroduced all non-apple blends.
Odwalla, Inc. now has a big problem: Did Odwalla produce apple juice containing the E. ... Company Overview: Odwalla, Inc. ... The families told health officials that they had drunk Odwalla apple juice, so that is why Odwalla has the problem now. ... Coli, and Odwalla is in a worse position. ... Also it shows that Odwalla is doing something about the issue. ...
Diseases such as: Salmonella, Ecoli, and Hepatitis were beginning to be looked at as a disease, which could a thing of the past.(3) The only problem was that unless the efficiency of the cloning process could be improved, then it seemed that all of these ideas to cure such diseases that originated from spoiled meats, were all just a pipe dreams. ...
After more than a decade of food scares and scandals, is it surprising that we trust neither government nor industry? That we're suspicious of the genetic manipulation of food and we want the Government to act? That we want to know what is really going on and we want to make our own choices? But...
For many years, the term cola wars' has been used to describe the hard fought battle for market share that has been waged by Coca-Cola and Pepsi" (Etzel, Walker, & Stanton, 2004, p. 82). Pepsi has been more proactive in expanding its marketing mix by introducing noncarbonated beverages specifically...