Sometimes bad things happen to good companies. At the Palo Alto Co-op Supermarket shoppers are worried about Odwalla's health, in addition to their own. For the most part, people are supportive of Odwalla. They think it's worth it. The Food and Drug Administration is considering requiring all apple juice, and possibly all juice, to be pasteurized.
Pasteurization destroys bacteria.
Fresh squeezed fans say it also destroys flavor, nutrients and enzymes. It could destroy businesses too, Williams pointed out. In part, Odwalla is reaping the benefit of a good reputation, and its quick response to questions about its products' safety. Odwalla promptly recalled products with apple juice, and also recalled other juices made on the same equipment. The company offered to pay the medical bills for anyone made sick by Odwalla juice.