Coca-Cola Bottling Company Of Ogden, Inc. v. The Coca-Cola Company

4 F.3d 930
CourtCourt of Appeals for the Tenth Circuit
DecidedOctober 14, 1993
Docket92-2108
StatusPublished

This text of 4 F.3d 930 (Coca-Cola Bottling Company Of Ogden, Inc. v. The Coca-Cola Company) is published on Counsel Stack Legal Research, covering Court of Appeals for the Tenth Circuit primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Coca-Cola Bottling Company Of Ogden, Inc. v. The Coca-Cola Company, 4 F.3d 930 (10th Cir. 1993).

Opinion

4 F.3d 930

COCA-COLA BOTTLING COMPANY OF OGDEN, INC., Plaintiff-Appellee,
Durango Coca-Cola Bottling Co.; Coca-Cola Bottling Company
of Winfield, Kansas, Plaintiffs-Counter-Defendants-Appellees,
v.
The COCA-COLA COMPANY, Defendant-Counter-Claimant-Appellant.

No. 92-2108.

United States Court of Appeals,
Tenth Circuit.

Sept. 14, 1993.
Rehearing Denied Oct. 14, 1993.

James R. McGibbon, Sutherland, Asbill & Brennan, Atlanta, GA (J.D. Fleming, Jr., and Williams M. Hames, Sutherland, Asbill & Brennan, Atlanta, GA, Leonard G. Espinosa and Thomas J. Dunn, Moses, Dunn, Beckley, Espinosa & Tuthill, Albuquerque, NM, with him, on the brief, for Durango Coca-Cola Bottling Co. and The Coca-Cola Bottling Co. of Ogden, Inc.; Bruce M. Perry, Todd A. Rossman and William A. Morrow, White, Peterson, Perry, Pruss, Morrow & Gigray, P.A., Nampa, Idaho, with him, on the brief, for The Coca-Cola Bottling Co. of Winfield, KS), for plaintiffs-counter-defendants-appellees.

Michael C. Russ, King & Spalding, Atlanta, GA (Reginald R. Smith, King & Spalding, Atlanta, GA, Alan Konrad, Miller, Stratvert, Torgerson & Schlenker, P.A., Albuquerque, NM, with him, on the briefs), for defendant-counter-claimant-appellant.

Before BALDOCK, HOLLOWAY and BRORBY, Circuit Judges.

BRORBY, Circuit Judge.

The Coca-Cola Company (Company) appeals the entry of summary judgment in favor of three Coca-Cola bottlers, Coca-Cola Bottling Company of Ogden, Inc., Durango Coca-Cola Bottling Company, and The Coca-Cola Bottling Company of Winfield, Kansas (Bottlers). Each of the Bottlers filed a declaratory judgment action against the Company seeking a determination of their rights and obligations under the original Bottling Contracts and the subsequent 1983 Amendment. The principal issue raised is whether the Company's withholding of consent to arrangements where the Bottlers subcontract all of the bottling to entities known as "agency processors" is unreasonable. The cases were consolidated, and the district court ruled in favor of the Bottlers, holding that the contractual obligations were unambiguous and the Company's position was unreasonable as a matter of law.

BACKGROUND

The Company distributes its beverage products nationwide through a network of local bottlers. Historically, the Bottlers not only bottled the Coca-Cola product, but also were fully responsible for the distribution of the product within their exclusive territories. Notwithstanding this historical practice, the distribution and bottling of Coca-Cola products has changed substantially with the development of new bottling technologies, the introduction of new packaging materials and containers, and the expansion of the Coca-Cola product line. These recent changes have prompted smaller local bottlers to subcontract their bottling functions to larger bottling operations who can take advantage of the economies of scale. This procedure is referred to as agency processing. Although the Company permits the Bottlers to engage in agency processing, they do not believe the contract, as it is amended, allows the Bottlers to cease production entirely and rely solely on agency processing. Since the Company contends that total reliance on agency processing is prohibited, they assert that the Bottlers must sign a Non-Producing Bottlers Agreement, conceding marketing and transfer concerns to the company. Conversely, the Bottlers insist that the Amendment permitting agency processing includes no limitation regarding the degree of agency processing allowed, and the Company is unreasonably withholding its consent to such agency processing agreements. Therein lies the basis for the present dispute.1

A brief history of the parties' contractual arrangement will be helpful. Upon receipt of exclusive territorial bottling operations from the Western Coca-Cola Bottling Company (Winfield 1936, Durango 1938, and Ogden 1949), each of the Bottlers signed a Bottler's Contract in which the Bottlers agreed to the terms of paragraph FOURTH, addressing quality, marketing, production and trademark concerns of the Company. Although paragraph FOURTH does not explicitly direct the Bottlers to bottle the product on the premises of the Bottler, the Company contends such a local production obligation is implicit in the original contract. Conversely, the Bottlers challenge whether paragraph FOURTH initially imposed an obligation to locally produce.

As the changes in bottling technology began in the 1970s, the Bottlers received Company approval on a case-by-case basis to obtain a portion of their product from agency processors as they were unable to produce all of the product and package requirements in their own processing facilities. Generally, the Company would consent to these temporary processing arrangements but would require the bottler to acknowledge that the arrangement did not alter the bottler's contractual obligation to bottle the beverages. In 1977, the Company adopted a standard "Temporary Processing Agreement" (TPA), which had a one-year duration and acknowledged the Bottlers' obligation to invest in plant and equipment and recognized the Agreement in no way modified the respective rights and obligations of the parties under the original contract.

The introduction of diet Coke in 1982 prompted a new round of Company and Bottlers negotiations. These negotiations provide the immediate backdrop for the present dispute. The Company considered diet Coke a new product which would necessarily mandate a new contract, enabling the Company to sell diet Coke to the Bottlers under a higher price formula. Conversely, Bottlers representatives argued the existing contract still governed diet Coke since it was essentially the same product with a different sweetener. The 1983 Amendment emerged as a compromise from this dispute and modified the existing Bottlers' Contracts. In exchange for receiving a favorable price formula for diet Coke, the Company agreed to a number of concessions. For example, paragraph 2.3 provided the Bottlers' rights are perpetual and may be terminated only for a material breach; paragraph 9 allowed the Bottler to select which products to promote in its territory; and paragraph 14.5 assured that the Company would not use onerous quality control specifications. Among these concessions, the Company recognized Bottlers may be party to agency processing agreements in paragraph 9.2. Under paragraph 9.2, the Company agreed that they "shall not unreasonably withhold (i) any consents ... or (ii) approval" to agency processing agreements. Although the Company presently acknowledges paragraph 9.2 of the 1983 Amendment allows agency processing, they have notified the Bottlers that they will withhold consent to arrangements where the Bottlers intend to rely exclusively on agency processing. The Company has proffered numerous business justifications attempting to demonstrate their withholding of consent is not unreasonable as provided in paragraph 9.2.

Meanwhile in 1982, the Company began to develop a policy to regulate Bottlers who ceased production at their facilities entirely and relied solely on agency processing.

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