The town is presently noted for the spectacular cliffs and bluffs above the Pacific, beaches in between cliffs, surfing opportunities, the cement plant run by Cemex (shuttered in January 2010), and the former headquarters of Odwalla, a company that makes fruit juices.
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.
Odwalla |
The packaging design changed with a re-branding across the Naked Juice line in 2005, which was credited in part for helping Naked Juice pass the former industry leader in terms of annual retail sales, Odwalla.