Odwalla, Inc. Dear Odwalla Retail

Odwalla, Inc.

Dear Odwalla retail customers,

In times of extreme difficulties for our company such as the current period, it is my responsibility and duty to inform you that, together with an external consultancy team, we have put together an action plant that would represent a viable solution for our company. I am confident that E. Coli food intoxication was in part caused by the consumption of unpasteurized products, but this situation should not harm our future business transactions. The original and initial intention of the company was a true and sincere one, that of providing consumers with vitamin, natural, fresh and energetic fruit juices, that would improve their health and physical status, and also preserve the environment. The negative secondary effect was not taken into consideration, and this led to the unfortunate series of events that you are probably aware of.

This letter is a confirmation for maintaining the same procedure in respect to raw-material collection, intermediate product processing and finally distribution of out final products to retailers. It is the success recipe of our company that consolidated our market position even from corporate foundation. The only modification will be brought by the introduction of chlorine - a substance that would destroy micro-bacteria within fresh juices, but maintain their energetic and health properties.

For more details, you could contact the managers from the Odwalla acquisition and sales departments.

Hoping to keep up the beneficial working relationships with our retailers, I remain,

Yours faithfully,

Stephen Williamson

President and Chief Operating Officer at Odwalla

MEMORANDUM

Subject: crisis situation at the Odwalla company

Summary of the situation: Odwalla had a good reputation for bringing premium, safe and nutritious products for its consumers, notably in the food industry, where there is an explosion of products with preservatives, toxic to a little or a greater extent. Due to the fact that Odwalla does not pasteurize its products and, therefore, it preserves the initial texture, but also internal microorganisms (E. Coli), an unfortunate incident occurred in Florida, leading to the sickness of 60 persons. Specialists made a connection between the sickness and the Odwalla fruit juice, so the Corporation was somehow made responsible for the situation created.

Action plan: The consultancy company that handles this case submits you the following action plan:

1. Organize a formal press statement that would be later on made public through all media and communication channels. The aim is to:

a) Apologize and explain to customers the reasons that led to this situation (the desire of the company to offer natural products, in contrast to synthetic ones);

b) Highlight once again the positive implications of using Odwalla products - offering strength, more energy, vitamins, etc., as well as enumerating the negative consequences of constant use of preservative content products on a regular basis.