Editing Odwalla (section)

==History==
===Origin===
Odwalla was founded in Santa Cruz, California, in 1980 by Greg Steltenpohl, Gerry Percy, and Bonnie Bassett.<ref name="SEC">{{cite press release
 | title = Odwalla Inc. 10-K405
 | publisher = Odwalla Inc.
 | date = 1996-08-31
 | url = http://www.secinfo.com/dr6nd.92V1.htm
 | access-date = 2008-08-20
 }}</ref><ref name="hhist">{{cite web|url=http://www.hoovers.com |title=History |year=2008 |publisher=Hoovers.com |access-date=2008-09-06 }}</ref> Odwalla's production facility is in [[Dinuba, California]]. 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. They sold their product from the back of a [[Volkswagen]] van to local restaurants,<ref name="hhist"/><ref>{{cite news|url=https://pqasb.pqarchiver.com/latimes/access/10736693.html?dids=10736693:10736693&FMT=ABS&FMTS=ABS:FT&type=current&date=Jan+8%2C+1997&author=MARTHA+GROVES&pub=Los+Angeles+Times&edition=&startpage=1&desc=Juice+Left+in+Odwalla%3B+Company+Posts+Loss%2C+but+Sales+and+Cash+Up+Despite+Recall|title=Juice Left in Odwalla; Company Posts Loss, but Sales and Cash Up Despite Recall|last=Groves|first=Martha|date=1997-01-08|work=The Los Angeles Times (fee required)|access-date=2008-09-10|archive-date=2012-10-15|archive-url=https://web.archive.org/web/20121015185352/http://pqasb.pqarchiver.com/latimes/access/10736693.html?dids=10736693:10736693&FMT=ABS&FMTS=ABS:FT&type=current&date=Jan+8,+1997&author=MARTHA+GROVES&pub=Los+Angeles+Times&edition=&startpage=1&desc=Juice+Left+in+Odwalla%3B+Company+Posts+Loss,+but+Sales+and+Cash+Up+Despite+Recall|url-status=dead}}</ref> employing slogans such as "soil to soul, people to planet and nourishing the body whole".<ref name="Growwing">{{cite web
|url= http://www.bevindustry.com/articles/odwalla-growwing-naturally
|title= Odwalla: Growwing &#91;sic&#93; Naturally
|date=2006-03-01|access-date= 2008-08-18
|work= Beverage Industry
}}</ref>

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.<ref name="music">{{cite news
 |url=http://findarticles.com/p/articles/mi_m1154/is_n2_v82/ai_14981633/ 
 |title=Freshness by the bottle — Odwalla Inc. 
 |access-date=2008-08-07 
 |author=Kaufman, Steven B. 
 |date=February 1994 
 |work=Nation's Business 
 |publisher=BNET 
 |url-status=dead 
 |archive-url=https://web.archive.org/web/20090203035130/http://findarticles.com/p/articles/mi_m1154/is_n2_v82/ai_14981633 
 |archive-date=2009-02-03 
}}</ref><ref>Strassman, Roy, "Drink No Evil" [biographical article on Steltenpohl], ''common ground; The Bay Area's Magazine for Conscious Community since 1974'', July/August 2009, p. 14.</ref> 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".<ref name="roots">{{cite web|url=http://www.odwalla.com/WhoWeAre.jsp |title=Our Roots Go Deep |access-date=2008-08-07 |year=2008 |publisher=Odwalla Inc |url-status=dead |archive-url=https://web.archive.org/web/20080509010301/http://www.odwalla.com/WhoWeAre.jsp |archive-date=May 9, 2008 }}</ref>

===Incorporation to 1996===
[[File:Odwalla HQ.JPG|thumb|The former headquarters of Odwalla Inc. in [[Half Moon Bay, California]]]]

Odwalla was [[Incorporation (business)|incorporated]] in September 1985 after five years of growth<ref name="SEC" /> and expanded to sell products in [[San Francisco]] in 1988. [[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.<ref name="music" /> 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.<ref name="music" /><ref name="prq">{{cite news|url=http://www.mendeley.com/research/purifying-tainted-corporate-image-odwallas-response-e-coli-poisoning-1/ |title=Purifying a tainted corporate image: Odwalla's response to an ''E.coli'' poisoning |last=Thomsen |first=Steven R |author2=Rawson, Bret |year=1998 |work=Public Relations Quarterly |volume=43 |issue=3 |page=35 |access-date=2008-09-08 |url-status=dead |archive-url=https://web.archive.org/web/20120304231608/http://www.mendeley.com/research/purifying-tainted-corporate-image-odwallas-response-e-coli-poisoning-1/ |archive-date=March 4, 2012 }}</ref> Odwalla [[Initial public offering|went public]] in December 1993 ([[NASDAQ]]:ODWA);<ref name="hhist" /> the company had 35 delivery trucks, almost 200 employees, and made about $13&nbsp;million a year.<ref name="inc29">{{cite web|url=http://www.inc.com/magazine/19930701/3643.html|title=Best Love of Product: True Believers|last=Bianchi|first=Alessandra|date=July 1993|work=Inc. Magazine|access-date=2008-09-06}}</ref> Soon afterwards, Odwalla expanded into new markets when it bought two companies in the [[Pacific Northwest]] and [[Colorado]].<ref name="hhist" />

Odwalla built a new production facility located in [[Dinuba, California]], in 1994 in order to better meet production demands.<ref>{{cite web|url=http://www.dinuba.org/labor.html |title=Labor Pool |access-date=2008-08-12 |publisher=City of Dinuba |url-status=dead |archive-url=https://web.archive.org/web/20071006151449/http://www.dinuba.org/labor.html |archive-date=October 6, 2007 }}</ref> The following year, the company moved its headquarters to [[Half Moon Bay, California]].<ref name="PomaGrand">{{cite press release|title=Odwalla PomaGrand |publisher=Odwalla Inc. |date=2006-03-13 |url=http://www.beverageworld.com/content/view/5454/169 |access-date=2008-08-07 |url-status=dead |archive-url=https://web.archive.org/web/20090203084516/http://www.beverageworld.com/content/view/5454/169 |archive-date=February 3, 2009 }}</ref>

Continual growth and outside investments during these years allowed the company to expand and grow: Odwalla's revenue tripled from 1994 to 1995,<ref name="prq" /> and in 1996 they made more than $59&nbsp;million in sales, their highest ever.<ref name="tenq">{{cite press release |title=Quarterly Report Form 10-Q |publisher=Odwalla Inc. |date=1997-11-29 |url=http://www.secinfo.com/dsVSa.718.htm|access-date=2008-08-20}}</ref> This constant growth made Odwalla one of the largest fresh-juice companies in America by 1996,<ref name="deadly">{{cite news|url=https://www.nytimes.com/1998/01/04/us/deadly-bacteria-a-new-threat-to-fruit-and-produce-in-us.html|title=Deadly Bacteria a New Threat To Fruit and Produce in U.S.|access-date=2008-08-11|author=[[Christopher Drew (reporter)|Christopher Drew]] and [[Pam Belluck]]|date=January 4, 1988|work=[[New York Times]]}}</ref> when the company was selling its products to stores in seven states and parts of Canada.<ref name="SEC" /><ref name="relations">{{cite news|url=http://www.highbeam.com/doc/1P3-43827623.html|archive-url=https://web.archive.org/web/20150329163924/http://www.highbeam.com/doc/1P3-43827623.html|url-status=dead|archive-date=2015-03-29|title=Odwalla|access-date=2008-08-19|author=Evan, Thomas J.|date=1996-07-01|work=[[Public Relations Quarterly]]}}</ref> It was estimated that they would reach $100&nbsp;million in sales by 1999. Much of this growth resulted from the perception that Odwalla's products were healthier than regular juice because they were not pasteurized.<ref name="music" /><ref name="deadly" />

===1997 - 2001===
{{Further|1996 Odwalla E. coli outbreak}}
On October 7, 1996, Odwalla made a batch of [[apple juice]] using blemished fruit contaminated with ''[[E. coli]]'' resulting in one death and 66 sickened customers.<ref name="deadly" /> The outbreak occurred because Odwalla sold unpasteurized fruit juices, though pasteurization had long been standard in the juice industry, claiming that pasteurization alters the flavor and destroys nutrients. Because of the lack of pasteurization and numerous other flaws in its safety practices, the company was charged with 16 criminal counts of distributing adulterated juice. Odwalla pleaded guilty, and was fined $1.5 million: at the time, the most significant penalty in a [[food poisoning]] case in the United States.

[[Image:Odwalla future shake.jpg|thumb|upright|A bottle of Odwalla Future Shake]]
Despite a net loss for most of 1997, Odwalla worked to rehabilitate its brand name. 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&nbsp;million fruit bar market.<ref name="hhist"/><ref name="food">{{cite news
|url= http://www.highbeam.com/doc/1G1-56974164.html
|archive-url= https://web.archive.org/web/20150329163923/http://www.highbeam.com/doc/1G1-56974164.html
|url-status= dead
|archive-date= 2015-03-29
|title= Juice maker Odwalla, Inc
|access-date= 2008-08-18
|date= 1998-09-14
|work= Food & Drink Weekly
}}</ref> Another new product was the {{vanchor|Future Shake}}, a "liquid lunch" aimed at younger consumers.<ref name="futureshake">{{cite news|url=http://www.accessmylibrary.com/coms2/summary_0286-5547119_ITM|title=California-Based Odwalla Inc. Unveils Soy-Based Shakes|last=Woolfolk|first=John|date=1997-05-14|work=Knight-Ridder/Tribune Business News |access-date=2008-09-10}}</ref> Because of these efforts, Odwalla was again profitable by the end of 1997, reporting a profit of $140,000 for the third quarter.<ref name=nyct>{{cite press release
 | title = Agreement Reached Between Odwalla, Inc. and U.S. Attorney in Fresno, CA.
 | publisher = Odwalla Inc.
 | date = 1998-07-23
 | url = http://www.secinfo.com/dsVSa.71A5.d.htm
 | access-date = 2008-08-19
 }}</ref>

Having recovered, the company worked to expand geographically into markets like [[Philadelphia]] and [[Washington, D.C.]],<ref name="FAhereIcome">{{cite press release
 | title = Odwalla Inc. 10-K405
 | publisher = Odwalla Inc.
 | date = 1998-08-29
 | url = http://www.secinfo.com/dsVSa.71S3.htm
 | access-date = 2008-09-10
 }}</ref> and by the end of 1998 reported that revenue had surpassed pre-crisis levels.<ref name="prq"/> Growth continued over subsequent years,<ref>{{cite news
 |url=http://findarticles.com/p/articles/mi_m0EIN/is_1999_July_1/ai_55049958 
 |title=Odwalla Sales Increase 24%, Fiscal Year 1999 Momentum Continues; Odwalla Enters Atlanta Market As Geographic Growth Continues 
 |access-date=2008-08-18 
 |date=1999-07-01 
 |work=Business Wire 
 |publisher=BNET 
 |url-status=dead 
 |archive-url=https://web.archive.org/web/20090203035004/http://findarticles.com/p/articles/mi_m0EIN/is_1999_July_1/ai_55049958 
 |archive-date=2009-02-03 
}}</ref><ref>{{cite news
 |url=http://findarticles.com/p/articles/mi_m0EIN/is_2000_July_6/ai_63179563 
 |title=Odwalla Announces Return to Profitability; Odwalla and Fresh Samantha Merger Completed in May 
 |access-date=2008-08-18 
 |date=2000-07-06 
 |work=Business Wire 
 |publisher=BNET 
 |url-status=dead 
 |archive-url=https://web.archive.org/web/20090203034136/http://findarticles.com/p/articles/mi_m0EIN/is_2000_July_6/ai_63179563 
 |archive-date=2009-02-03 
}}</ref> in part through the $29&nbsp;million acquisition of {{vanchor|Fresh Samantha}}, a large juice company based in [[Saco, Maine]], in 2000.<ref>{{cite news
 |url=http://findarticles.com/p/articles/mi_m0EIN/is_2000_May_3/ai_61875835 
 |title=Odwalla Completes Merger With Fresh Samantha 
 |access-date=2008-08-18 
 |date=2000-05-03 
 |work=Business Wire 
 |publisher=BNET 
 |url-status=dead 
 |archive-url=https://web.archive.org/web/20090203034141/http://findarticles.com/p/articles/mi_m0EIN/is_2000_May_3/ai_61875835 
 |archive-date=2009-02-03 
}}</ref><ref name="pr1">{{cite press release
 | title = Annual Report Form 10-K
 | publisher = Odwalla Inc.
 | date = 2001-09-01
 | url = http://www.secinfo.com/dsVSa.4FA3s.htm
 | access-date = 2008-08-20
 | archive-date = 2020-01-01
 | archive-url = https://web.archive.org/web/20200101065658/http://www.secinfo.com/dsVSa.4FA3s.htm
 | url-status = dead
 }}</ref><ref name="fs">{{cite news
|url= http://www.highbeam.com/doc/1P2-6965664.html
|archive-url= https://web.archive.org/web/20160210132148/https://www.highbeam.com/doc/1P2-6965664.html
|url-status= dead
|archive-date= 2016-02-10
|title= Odwalla drops Fresh Samantha
|access-date= 2008-08-18
|date= 2003-07-30
|work= Oakland Tribune
}}</ref> This allowed Odwalla to expand into additional [[East Coast of the United States|East Coast]] markets, but incurred high transportation costs as products had to be shipped across the United States from California. To address this problem the company announced plans to build a second production facility in [[Palm Beach County]], [[Florida]]. However, facing difficulties in obtaining building permits and allocating sufficient funds, the project was first delayed and eventually cancelled.<ref name="pr1"/><ref>{{cite news
|url= http://www.accessmylibrary.com/coms2/summary_0286-7005138_ITM
|title= Half Moon Bay, Calif.-Based Odwalla to End Its Fresh Samantha Juice Line
|access-date= 2008-08-18
|author= Salisbury, Susan
|date= 2003-08-04
|work=Knight Ridder/Tribune Business News}}</ref> Odwalla produced and sold products under both its own and the Fresh Samantha brand names for a few years; however, in 2003, the company decided to stop selling juice under the Fresh Samantha name and to only sell Odwalla-brand juice.<ref name="fs"/><ref name="mf">{{cite web
 |url         = http://www.fool.com/ddouble/2000/ddouble001127.htm
 |title       = Odwalla Gets Juiced Up
 |access-date  = 2008-08-11
 |author      = Munarriz, Rick Aristotle
 |date        = 2000-11-27
 |publisher   = The Motley Fool
 |url-status     = dead
 |archive-url  = https://web.archive.org/web/20081005135647/http://www.fool.com/ddouble/2000/ddouble001127.htm
 |archive-date = 2008-10-05
}}</ref>

===2001 - 2020===
Odwalla was purchased by [[The Coca-Cola Company]] in 2001 for $15.25 a share, a deal which totalled $181&nbsp;million and was unanimously approved by the Odwalla board of directors.<ref>{{cite press release
 | title = EX-99.(A)(2) · Letter to Shareholders
 | publisher = Odwalla Inc.
 | date = 2001-11-06
 | url = http://www.secinfo.com/dsVSa.4F9S9.c.htm
 | access-date = 2008-08-20
 }}</ref><ref>{{cite web
|url= https://archive.seattletimes.com/archive/20011031/cokeodwalla310/to-juice-up-its-offerings-coke-buys-odwalla
|title= To juice up its offerings, Coke buys Odwalla
|access-date= 2008-08-08
|author= McClam, Erin
|date= 2001-10-31
|work= The Seattle Times}}</ref> Under the terms of the merger, Odwalla's management stayed on as heads of the company, and it was "folded" into Coca-Cola's [[Minute Maid]] department.<ref name="coke1">{{cite web
 |url         = http://www.fool.com/news/foolplate/2001/foolplate011030.htm?terms=odwalla&vstest=search_042607_linkdefault
 |title       = Coke Swallows Odwalla
 |access-date  = 2008-08-11
 |author      = Marino-Nachison, Dave
 |date        = 2001-10-30
 |publisher   = The Motley Fool
 |url-status     = dead
 |archive-url  = https://web.archive.org/web/20090203073245/http://www.fool.com/news/foolplate/2001/foolplate011030.htm?terms=odwalla&vstest=search_042607_linkdefault
 |archive-date = 2009-02-03
}}</ref> The acquisition was one of several similar mergers which were aimed at expanding Coca-Cola's product line to include non-carbonated drinks.<ref>{{cite web
|url= http://www.businessweek.com/investor/content/oct2001/pi20011022_7264.htm?chan=search
|archive-url= https://web.archive.org/web/20090203033450/http://www.businessweek.com/investor/content/oct2001/pi20011022_7264.htm?chan=search
|url-status= dead
|archive-date= February 3, 2009
|title= Tucker Anthony Reiterates Buy on Coca-Cola
|access-date= 2008-08-11
|date= 2001-10-22
|work= BusinessWeek}}</ref><ref name="New Age">{{cite news
 |url=http://findarticles.com/p/articles/mi_m0FNP/is_21_41/ai_94327778 
 |title=New Age drinks go mainstream: mega manufacturers betting trend is more than passing phase 
 |access-date=2008-08-18 
 |author=Duff, Mike 
 |date=2002-11-11 
 |work=DSN Retailing Today 
 |publisher=BNET 
 |url-status=dead 
 |archive-url=https://web.archive.org/web/20090203034207/http://findarticles.com/p/articles/mi_m0FNP/is_21_41/ai_94327778 
 |archive-date=2009-02-03 
}}</ref> Odwalla benefited by obtaining up to a 124.3&nbsp;percent premium on shares of the company, as well as from the stability and strength that ownership by The Coca-Cola Company offered.<ref>{{cite press release | title = Odwalla Inc. SC 14D9| publisher = Odwalla Inc.| date = 2001-11-06| url = http://www.secinfo.com/dsVSa.4F9S9.htm| access-date = 2008-09-15}} Under "Reasons for the recommendation of the Board; Factors considered"</ref> Odwalla also was able to expand into new markets because of Coca-Cola's well-established distribution network.<ref name="New Age"/>

Odwalla continued to grow following the acquisition. This growth resulted in part from new product releases, which included a line of PomaGrand [[pomegranate juice]] (released at the [[2006 Sundance Film Festival]]),<ref name="Growwing"/> two flavors of [[energy drinks]],<ref name="serious">{{cite press release|title=Getting Serious |publisher=Odwalla Inc. |date=2007-11-12 |url=http://www.beverageworld.com/content/view/33993/144/ |access-date=2008-08-07 |url-status=dead |archive-url=https://web.archive.org/web/20090203084419/http://www.beverageworld.com/content/view/33993/144/ |archive-date=February 3, 2009 }}</ref> and three flavors of "Soy Smart" drinks, which contain [[soy protein]], [[omega-3 fatty acids]], and [[calcium]].<ref name="soysoy">{{cite web
|url= http://www.bevindustry.com/articles/healthful-beverages-to-watch-in-2007
|title= Healthful Beverages to Watch in 2007
|access-date= 2008-08-07
|work= Beverage Industry
|date=2007-02-01}}</ref><ref>{{cite press release|title=New Products from Coca-Cola FoodService |publisher=The Coca-Cola Company |url=http://www.thecoca-colacompany.com/presscenter/pdfs/fs/fs_fs1.pdf |access-date=2008-08-13 |url-status=dead |archive-url=https://web.archive.org/web/20090126235738/http://www.thecoca-colacompany.com/presscenter/pdfs/fs/fs_fs1.pdf |archive-date=January 26, 2009 }}</ref>

Coca-Cola promoted Odwalla products in 2006 when the company aimed at removing carbonated soda products in schools.<ref>{{cite web
|url= http://www.fool.com/investing/value/2006/05/11/dueling-fools-coke-bull.aspx
|title= Dueling Fools: Coke Bull
|access-date= 2008-08-11
|author= Saletta, Chuck
|date= 2006-05-11
|publisher= The Motley Fool}}</ref> Odwalla continued to have good growth in 2007, when Coca-Cola, squeezed by poor growth in its North American markets, issued a company-wide hiring freeze; Odwalla, because of its good performance, was one of the few exceptions to the rule.<ref>{{cite web|url=http://www.ajc.com/news/content/hotjobs/careercenter/articles/2008/07/14/cokefreeze_0712.html |title=Section of Coke Freezes Hiring |access-date=2008-10-19 |date=2008-07-16 |work=The Atlanta Journal-Constitution |url-status=dead |archive-url=https://web.archive.org/web/20080826070126/http://www.ajc.com/news/content/hotjobs/careercenter/articles/2008/07/14/cokefreeze_0712.html |archive-date=August 26, 2008 }}</ref>

===2020 - today===
In July 2020, Coca-Cola announced the permanent discontinuation of all Odwalla products, due to the [[COVID-19 pandemic]], the brand not having shown growth in three consecutive years (a subset of the corporation's which comprise less than 2% of its total revenue).<ref>{{Cite web|last=Devenyns|first=Jessi|date=2 July 2020|title=Coca-Cola is discontinuing Odwalla juice|url=https://www.fooddive.com/news/coca-cola-is-discontinuing-odwalla-juice/580934/|access-date=15 June 2021|website=Food Dive}}</ref><ref>{{Cite web|last=Maloney|first=Jennifer|date=1 July 2020|title=Coca-Cola to Close Odwalla Juice Business|url=https://www.wsj.com/articles/coca-cola-to-close-odwalla-juice-business-11593619918?mod=article_inline|access-date=15 June 2021|website=[[The Wall Street Journal]]}}</ref> Coca-Cola sold the brand to Full Sail IP Partners in 2021.<ref name=foodbev/> Its headquarters was relocated to its production facility in [[Dinuba, California]], some time in the early 2020s.<ref>[https://www.datanyze.com/companies/odwalla/55298132] Odwalla company profile, Datanyze.com, Headquarters - 1900 Davis Dr, Dinuba, California, 93618, United States; (800) 639-2552</ref>