Odwalla Case Analysis

In: Social Issues

Submitted By mudassarh
Words 2119
Pages 9
Introduction According to the case study, Odwalla Juice Company was founded in 1980 when three musicians in an effort to raise money to fund music school programs, had the idea of selling freshly squeezed juice to small businesses within their immediate community. The trio invested $200 in juicing equipment and started a “fresh juice revolution”, which was intended to meet the growing demand for organic foods & beverages by consumers across the country. The company started relatively small with the founders personally squeezing, packaging and transporting these juices to local restaurants that existed in their community. However the company experienced rapid growth in the early 90’s and by 1995 it has increased its product line and expanded operations well beyond the local market. Odwalla was able to captivate consumers through the creativity of the company’s founders who were also very passionate about social responsibility and the need to ensure the health and wellbeing of the community. This philosophy was also reflected in the company’s core values and company vision which read “Odwalla, a breath of fresh intoxicating rhythm, living flavor, soil to soul, people to planet, nourishing the body whole.” The company’s core values also touted a philosophy or honesty, integrity, personal responsibility and environmental awareness, just to name a few. In an attempt to effectively meet the needs of its customer base, the company leadership employed a business model that was focused on selling strictly organic products which contained very little or no preservatives. They also bypassed the pasteurization process and instead used an acid rinsing method in order to kill bacteria. This was mainly done in order to preserve taste and maintain the integrity of their products in the eyes of their customers as being non-processed & 100% organic. However, in 1996 an…...

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