3. who? Organic juice company 30% Annual growth Projected sales of $90 million Expanding distribution
4. OCTOBER 16, 1996 : Anna Gimmstead, a 16 month year old child, was rushed to the emergency room …She died 23 days later
5. TIMELINE Oct 30 : Odwalla is alerted to E-Coli link Company issues recall of all apple juice products Oct 31 : Odwalla hires PR Firm FDA launches 14 month investigation Nov 1 : Odwalla expands recall to include carrot juice & pledges to pay medical bills of injured Launches website (1st) OF THE CRISIS
7. ACT Twowebsites created in span of 4 days Completed a full recall in 48Hrs Three task teams formed to respond
8. TIMELINE Nov 2 : Recall is completed (less than 48 hrs) Odwalla issues a press realease Nov 3 : Odwalla launches a another website (2nd) Defends sanitation process in the media Nov 4 : FDA confirms E-Coli link to Odwalla’s Dinuba plant Odwalla responds with press conference OF THE CRISIS
13. FIX Accepted blame and apologized Customers were reimbursed Investigated flash pasteurization process
14. TIMELINE Nov 5 : Odwalla announces potential new heat pasteurization process Nov 8 : Anna Gimmstead Dies. Odwalla finds no E-Coli at Dinuba plant Nov 19 : FDA finds no E-Coli at Dinuba plant OF THE CRISIS
16. CREATE Developed a flash pasteurization process Organized a crisis management plan
17. COST OF THE CRISIS One death and 60 sick Sales plummeted by 90% and stock price fell by 34% More than 20 personal lawsuits filed $1.5 Million in fines paid
18. Recovery FROM THE CRISIS Voted best San Francisco business 1 year later Retained 80% of customer base 1 year out Became nations #1 fresh fruit distributor
19. “ Odwalla didn’t survive by accident.” - Stephen Williamson CEO, Odwalla Inc.
22. Oct 30 : Odwalla is alerted to E-Coli link Company issues recall of all apple juice products Oct 31 : Odwalla hires PR Firm FDA launches 14 month investigation Nov 1 : Odwalla expands recall to include carrot juice Pledges to pay for medical bills of injured Launches website (1st) Nov 2 : Recall is completed (less than 48 hrs) Odwalla issues a press realease Nov 3 : Odwalla launches a another website (2nd) & Defends sanitation process in the media Nov 4 : FDA confirms E-Coli link to Odwalla’s Dinuba plant Odwalla hosts a press conference in response Nov 5 : Odwalla announces potential new heat pasteurization process Nov 8 : Anna Gimmstead Dies. Odwalla finds no E-Coli at Dinuba plant Nov 19 : FDA finds no E-Coli at Dinuba plant TIMELINE OF THE CRISIS
23. Works Cited Layne, A. (2007, December). How to Make Your Company More Resilient. Fast Company. Retrieved from http://www.fastcompany.com/articles/2001/03/odwalla.html Sellnow, Timothy L., Ulmer, Robert R., Seeger, Matthew W., Littlefield, Robert. Effective Risk Communication: A Message Centered Approach. 1st edition. New York: Springer, 2009. Print.