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**Company Background**:
– Founded in 1980 in Santa Cruz, California.
– Formerly headquartered in Half Moon Bay, California.
– Product lines include fruit juices, smoothies, soy milk, bottled water, organic beverages, and energy bars.
– Experienced significant growth post-incorporation in 1985.
– Acquired by The Coca-Cola Company in 2001 for $181 million.

**Founding, Growth, and Challenges**:
– Founded by Greg Steltenpohl, Gerry Percy, and Bonnie Bassett in 1980.
– Started by selling fruit juices squeezed in a shed with a secondhand juicer.
– Named Odwalla after a character in a song-poem.
– Incorporated in 1985 after five years of growth.
– Revenue tripled from 1994 to 1995, reaching over $59 million in sales in 1996.
– Faced a decline due to a fatal E. coli outbreak in 1996.
– Adopted flash pasteurization and other sanitization procedures post-outbreak.
– Experienced a 90% reduction in sales following the event.
– Became profitable again in the year following the outbreak.

**Expansion, Product Development, and Recent Developments**:
– Went public in 1993 with around 200 employees and $13 million in revenue.
– Expanded into new markets by acquiring companies in the Pacific Northwest and Colorado.
– Built a new production facility in Dinuba, California in 1994.
– Acquired Fresh Samantha in 2000 to enter East Coast markets.
– Introduced new products like food bars and Future Shake.
– Odwalla was discontinued by Coca-Cola in August 2020.
– Brand was sold to Full Sail IP Partners in 2021.
– Headquarters relocated to the production facility in the early 2020s.
– Odwalla products included PomaGrand pomegranate juice, energy drinks, and Soy Smart drinks.
– Odwalla continued to grow post-acquisition by Coca-Cola, benefitting from the expanded distribution network.

**Production and Products**:
– Odwalla used fresh-sourced produce for its products.
– Organic oats were used for food bars.
– Certain tropical fruits were purchased in frozen purée form.
– Fruit availability was affected by adverse weather and natural disasters.
– Odwalla improved safety measures post E.coli outbreak.
– Odwalla produced fruit and vegetable drinks.
– Dairy-free soy milk was marketed under the Soy Smart name.
– Odwalla had a Superfood smoothie line.
– Odwalla juice was sold in plant-based recyclable HDPE plastic bottles.
– Odwalla’s juice had higher sugar content compared to Coca-Cola.
– Odwalla introduced energy bars made with fruit and grains.
– The first three food bar flavors were Cranberry Citrus, Organic Carrot & Raisin, and Peach Crunch.
– Odwalla bars became top-selling energy bars shortly after release.
– Food bars accounted for less than five percent of Odwalla’s revenue.
– Odwalla bars weighed 2 ounces per bar.

**Market Impact, Media Coverage, and Legal Context**:
– Odwalla catered to the new age drinks trend.
– Odwalla was recognized for its innovative beverages.
– Odwalla’s products met restaurant operators’ juice needs.
– Odwalla contributed to the mainstreaming of new age drinks.
– Odwalla’s closure affected the juice market.
– Odwalla received positive media coverage in the Motley Fool.
– Odwalla’s acquisition by Coca-Cola was widely reported.
– Odwalla’s closure was covered by various news outlets.
– Odwalla’s products were featured in industry publications.
– Odwalla was involved in legal cases like POM Wonderful v. Coca-Cola.
– Odwalla was part of Coca-Cola’s diverse holdings.
– Odwalla was associated with Coca-Cola subsidiaries like Coca-Cola FEMSA.
– Odwalla’s history included partnerships with Columbia Pictures.
– Odwalla’s business decisions were impacted by legal and historical events.

Odwalla (Wikipedia)

Odwalla Inc. (/ˈdwɔːlə/) is an American health food company based in Dinuba, California. Founded in Santa Cruz, California in 1980 Formerly headquartered from 1995 to 2020 in Half Moon Bay, California, the company's product lines include fruit juices, smoothies, soy milk, bottled water, organic beverages, and several types of energy bars, known as "food bars".

Odwalla Inc.
Company typeSubsidiary
IndustryConsumer products
Founded1980; 44 years ago (1980), in Santa Cruz, California, U.S.
  • Greg Andrew Steltenpohl
  • Gerry Keith Percy
  • Jeannine Bonstelle (Bonnie) Bassett
HeadquartersHalf Moon Bay, California, U.S.
Area served
United States
Key people
ProductsDrinks, food bars
RevenueUS$187.9 million (2007)
Number of employees
ParentFull Sail IP Partners

The company experienced strong growth after its incorporation in 1985, expanding its distribution network from California to most of North America, and went public in 1993.

A period of decline occurred as the result of a fatal outbreak of E. coli O157:H7 in 1996 that was caused by using bruised fruit that had been contaminated. Odwalla originally sold unpasteurized juices, to avoid altering the flavor of its juices through pasteurization. Following the E. coli outbreak and the death of at least one child, Odwalla adopted flash pasteurization and other sanitization procedures. Odwalla recalled its juices and experienced a 90% reduction in sales following the event. The company gradually recovered and, the following year, became profitable again.

In 2001, Odwalla was acquired by The Coca-Cola Company for US$181 million and became a wholly owned subsidiary. In July 2020, Coca-Cola announced it would discontinue the Odwalla brand by August 2020. The brand was sold to Full Sail IP Partners in 2021. Its headquarters was relocated to its production facility some time in the early 2020s.

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