Our award-winning coffees produce incremental revenue, profitable growth, and a coffee experience that sets the standard for customer satisfaction.High awareness leads to trial and loyaltyResearch confirms what we’ve known for a long time: once people enjoy our coffee by the cup, they often come back to buy it by the pound. Three out of every four consumers who are aware of our brand try our brand. This is true both in the Northeast and throughout the rest of the country. For four straight years, our sales have grown fastest outside our core geographic market, showing our brand is rapidly gaining national acceptance. More than three million cups of Green Mountain Coffee Roasters coffee are enjoyed across the country every day! Award-winning qualityConsumers consistently associate our brand with high quality, great taste, and coffee expertise. Our coffee buying team is led by Lindsey Bolger, a world-renowned coffee taster and member of the Cup of Excellence; international jury. She’s been named “One of the 25 Individuals Who Shaped the Specialty Coffee Industry” by Gourmet Retailer. A brand consumers loveIn addition to great coffee, we offer a compelling brand message that connects with consumer values. What the Research ShowsWe conducted extensive research to help us understand our consumers better. We learned that consumers associate our coffee with pleasant aroma, taste, quality, and freshness. We are also seen as a company that is environmentally responsible, gives back to the local community, and treats coffee growers fairly. These key factors differentiate us (and by extension, our customers) from other coffee companies. 1,2 Millward Brown Coffee Attitude and Usage Study, August 2006 Coffee innovationOur market strategy is to make great tasting coffee conveniently available. We led the introduction of specialty coffee to venues not previously known for great coffee, including convenience stores and offices. Our recent acquisition of Keurig, Inc. means we have even more ways for people to sample our coffee, one cup at a time. Keurig is a pioneer and respected leader in the rapidly growing singlecup brewing category for both the home and office. In 1996, we had the foresight to be their first roaster partner and an early investor. Today, we’re combining the strengths of both companies to expand our reach and bring great coffee to people across the country. Keurig’s proprietary brewing system and patented K-Cup; technology create a single cup of coffee at the touch of a button. More than one million K-Cup coffees are brewed in North America every business day. Our extensive line of Keurig brewers means we have a single-cup solution for every need, from small offices and delis, to high-traffic dining halls and hotels. How does it work?The patented K-Cup; design holds just the right amount of perfectly ground, perfectly roasted coffee from Green Mountain Coffee Roasters. The K-Cup; protects the coffee from light, air, and oisture. In a matter of seconds, pressurized hot water brews a single cup of coffee worthy of a connoisseur. A leader in sustainabilityWhen Green Mountain Coffee Roasters offered its first organic coffee in 1990, we were considered pioneers. Today, we’re one of the largest providers of double-certified, Fair Trade organic coffees in the nation, and we’re an industry leader in sustainability. Supplying the demand- Sustainable coffee is the fastest-growing segment of specialty coffee.
- Sales of Fair Trade Certified coffee have grown an average of 58.8% every year for five years.
We can help you tap into the growing segment of consumers who want to make a difference in the world through the things they buy. Why Fair Trade Certified coffee?Our commitment to Fair Trade and organic coffee supports coffee-growing communities, and helps guarantee a long-term supply of high-quality coffee for our customers. After oil, coffee is the second-highest traded commodity in the world, and trading prices fluctuate wildly. Farmers never know how much they’ll be paid for their beans. When coffee prices fall below production costs, farmers are often forced off their land. Fair Trade provides farmers a fair price for their harvest with a guaranteed minimum, which means they can invest in their crops, their communities, and their future. Fair Trade helps build economic independence for family coffee farmers by - Providing affordable access to credit
- Promoting sustainable farming practices
- Providing direct access to markets, cutting out the middlemen
- Supporting community development such as roads and schools
- Supporting coffee quality improvements
With a Fair Trade price for their coffee, farmers can afford food and health care for their families, and can keep their kids in school. They can also afford to follow time-honored traditions that produce the finest beans. Coffee connoisseurs around the world appreciate Fair Trade Certified coffees for their distinctive flavor profiles and rich aromas. 1. National Coffee Association Drinking Trends Study, 2006
2. TransFair USA 2007 Fair Trade Almanac |