Company History: Odwalla Inc. is an American food product company that sells fruit juice, smoothies and food bars. It was founded in Santa Cruz, California in 1980 and is headquartered in Half Moon Bay, California. Youthful, hip, and fresh, Odwalla, Inc. went from backyard juicer to big business faster than you can say 'Strawberry C Monster.' While an E. coli scandal in 1996 squelched its explosive growth, the company's openness in response to the crisis, won it kudos and it remains today one of the country's leading brands of fresh juice. Other popular varieties of its 'Juice for Humans' include Mango Tango, Femme Vitale, and Serious Ginseng. In 1997 Odwalla converted most of its delivery trucks to run on compressed natural gas, for which it won a Clean Air Award from the American Lung Association. Orange Juicing Origins In 1980, 25-year-old George Steltenpohl and two fellow musicians, Gerry Percy and Bonnie Bassett, were in Santa Cruz casting about for ways to make money without much capital. They also wanted to contribute something positive to their community. A business guidebook gave them the idea of selling fruit juices and thus Odwalla was launched in a shed in Steltenpohl's backyard in September 1980. The company's name came from a character in an Art Ensemble of Chicago song-poem called 'Illistrum.' Odwalla delivered the 'people of the sun' from the 'gray haze.' The group set out to do the same with a secondhand, $225 juicer and a 1968 Volkswagen van. Local restaurants were the first clients for the fresh-squeezed orange juice. Business was brisk. The company was incorporated in California in September 1985. It expanded into San Francisco in 1988. Steltenpohl, who earned a degree in environmental science from Stanford University, attributed Odwalla's success to the fact that consumers were becoming more qualityconscious in general. In fruit drinks, this translated to the taste, nutrients, and enzymes available only in nonpasteurized,... [continues]
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(2011, 11). A Marketing Plan for Nergy Bars. StudyMode.com. Retrieved 11, 2011, from http://www.studymode.com/essays/A-Marketing-Plan-For-Nergy-Bars-825141.html
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