In the fall of 2006, a cluster of E. coli O157:H7 infections in the US (California, 26 cases; Colorado, 5 cases; Washington, 29 cases) and British Columbia, Canada(10 cases), was linked to the consumption of a broadly distributed, commercially sold, highly regarded, unpasteurized apple juice. The juice was produced at a state-of-the-art facility. Once the outbreak was detected and additional case finding occurred, the product was recalled and a traceback investigation ensued. E. coli O157:H7 was detected in apple juice samples. The strain was indistinguishable to the strain isolated in ill persons. Three lots of apples could have been the source of the contamination. Deer had grazed in the orchards where two of the lots had originated. Fecal samples from the deer were found to contain E. coli O157:H7, however this strain of E. coli O157:H7 was different from the strain that was implicated in the outbreak. The third lot consisted of decaying apples that had been waxed. The outbreak resulted in changes in the fresh juice industry, and in many states, resulted in special labeling requirements for fresh juices.