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Because of these efforts, Odwalla was again profitable by the end of 1997, reporting a profit of $140,000 for the third quarter. Another new product was the Future Shake, a 'liquid lunch' aimed at younger consumers. In addition to advertising its new safety procedures, Odwalla released its line of food bars (its first solid food product line) and entered the $900 million fruit bar market. Adversity, recovery, growth and discontinuation ĭespite a net loss for most of 1997, Odwalla worked to rehabilitate its brand name. Much of this growth resulted from the perception that Odwalla's products were healthier than regular juice because they were not pasteurized. It was estimated that they would reach $100 million in sales by 1999. This constant growth made Odwalla one of the largest fresh-juice companies in America by 1996, when the company was selling its products to stores in seven states and parts of Canada. Ĭontinual growth and outside investments during these years allowed the company to expand and grow: Odwalla's revenue tripled from 1994 to 1995, and in 1996 they made more than $59 million in sales, their highest ever.

The following year, the company moved its headquarters to Half Moon Bay, California. Odwalla built a new production facility located in Dinuba, California, in 1994 in order to better meet production demands. Soon afterwards, Odwalla expanded into new markets when it bought two companies in the Pacific Northwest and Colorado. Odwalla went public in December 1993 ( NASDAQ:ODWA) the company had 35 delivery trucks, almost 200 employees, and made about $13 million a year. By 1992, the company employed 80 people at its company headquarters in Davenport, California, and sold around 20 different flavors of juice for between $1.50 and $2.00 a pint. Hambrecht & Quist Inc., a venture capital firm in San Francisco, was one of Odwalla's main investors at the time, investing several million dollars in the company. Odwalla was incorporated in September 1985 after five years of growth and expanded to sell products in San Francisco in 1988.

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Steltenpohl, Percy, and Bassett related this to their products, which they believe 'help humans break free from the dull mass of over-processed foods so prevalent today'. The name for their start-up, 'Odwalla', was taken from that of a character who guided 'the people of the sun' out of the 'gray haze' in the song-poem 'Illistrum', a favorite of the founders, which was composed by Roscoe Mitchell and performed by the Art Ensemble of Chicago jazz group, of which Mitchell was a member. They sold their product from the back of a Volkswagen van to local restaurants, employing slogans such as 'soil to soul, people to planet and nourishing the body whole'. The trio took the idea of selling fruit juices from a business guidebook, and they began by squeezing orange juice with a secondhand juicer in a shed in Steltenpohl's backyard. Odwalla's production facility is in Dinuba, California. Odwalla was founded in Santa Cruz, California, in 1980 by Greg Steltenpohl, Gerry Percy, and Bonnie Bassett. 1.3 Adversity, recovery, growth and discontinuation.

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The brand was later sold to Full Sail IP Partners in 2021. In July 2020, Coca-Cola announced it would discontinue the Odwalla brand by August 2020. In 2001, Odwalla was acquired by The Coca-Cola Company for US$181 million and became a wholly owned subsidiary. The company gradually recovered and, the following year, became profitable again. Odwalla recalled its juices and experienced a 90% reduction in sales following the event. coli outbreak and the death of at least one child, Odwalla adopted flash pasteurization and other sanitization procedures. Odwalla originally sold unpasteurized juices, claiming that the process of pasteurization altered the flavor of the juice. coli O157:H7 in 1996 that was caused by using bruised fruit that had been contaminated. 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.Ī period of decline occurred as the result of a fatal outbreak of E. Odwalla's products included juices, smoothies, soy milk, bottled water, organic beverages, and several types of energy bars, known as 'food bars'. ( / oʊ ˈ d w ɔː l ə/) was an American food product company selling fruit juices, smoothies and food bars founded in Santa Cruz, California in 1980 and from 1995–2020 was headquartered in Half Moon Bay, California. Minute Maid, a division of The Coca-Cola Company