Other methods initiated by the company included a program that would test heat cleaning of apples that would kill the bacteria while not affecting the taste of the apples. The company also introduced a process of cleaning and decontamination called "flash pasteurization, which "would guarantee that E-coli had been destroyed whilst leaving the best flavoured juice possible." (Companies 2005).
Some experts wonder why the company did not use the pasteurization method before the outbreak.
"Pasteurization, which involves heat treatment, would have killed the bacteria in the Odwalla products. Health officials said when people drink non-pasteurized juice, they run the risk of becoming sick. They suggest boiling juice first. But authorities also said most juices sold in stores are safe." (E. Coli 1996).
If the pasteurization, or lack thereof, was the culprit in allowing such an outbreak, then one of the simplest items of business for the company (and it would have saved them a lot of anguish, and money as well as the life of at least one child) was to institute pasteurization before the outbreak even took place. Though such a process is expensive to employ (at least initially) it would have been no more expensive than what the E. coli outbreak eventually ended up costing the company in the long run.
Though the company took pains to make amends for its mistakes and ended up becoming the leader in the juice industry in the fight against E. coli bacteria outbreaks, the tragedy still took place, and the toll on the company was enormous. It may have been a cost that the company (though it did not actively court) did nothing to stave off.
Instead of implementing industry safety measurements; "Odwalla steadfastly refused...
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