chinalie: Green Mountain Coffee Roasters

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Green Mountain Coffee Roasters is a publicly-traded brand of coffee based at Waterbury in the U.S. state of Vermont. The brand specializes in organic, fair trade, and specialty gourmet coffees. Keurig is wholly owned subsidiary of Green Mountain Coffee Roasters, Inc., and sells many of their coffee varieties as K-Cups. In 2008, it was a $617 million publicly traded company.[1]

Green Mountain Coffee Roasters was ranked #1 in "The Best Corporate Citizens" in 2006[2] and 2007[3].

Contents

1 Overview

2 History

3 Environmental initiatives

4 Marketing

5 References

6 See also

7 External links

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Overview

Green Mountain Coffee Roasters is a specialty coffee company based in Waterbury, Vermont. The company roasts 100% Arabica coffees and offers over 100 different coffee selections, including certified organic, Fair Trade Certified, estate, signature blends and flavored coffees that sell under the company's and Newman抯 Own Organics brands. The company sells one of the largest selections of double-certified Fair Trade organic coffees in the country.[citation needed]

In 2006, the company acquired Keurig, Incorporated, a manufacturer of single-cup brewing systems. Keurig sells its single-cup brewers, coffee and tea in cups produced by a variety of roasters in domestic wholesale and retail markets and directly to consumers. Green Mountain Coffee Roasters offers a broad selection of cups for use in Keurig brewers, including Extra Bold coffees and Hot Cocoa as well as Newman抯 Own Organics coffee and Celestial Seasonings tea brands, which the company packaged and sold.[citation needed]

Green Mountain Coffee Roasters went public in September 1993 and is listed on the NASDAQ Global Select Market under the stock symbol GMCR.[citation needed]

History

Green Mountain Coffee Roasters began in 1981 as a small caf in rural Vermont, roasting and serving coffee right on the premises. Demand quickly grew beyond the walls of the caf, with local restaurants and inns asking the company to supply them as well. While the original caf is no longer open, the company now maintains its headquarters in Waterbury, Vermont where it has a 90,000-square-foot (8,400m2) roasting and distribution facility. The company抯 operations are supplemented by regional distribution centers in Maine, Upstate New York, Massachusetts and Connecticut.

In October 2006, Green Mountain Coffee Roasters opened a Visitors Center and Caf within the restored Waterbury Train Station.

Environmental initiatives

Green Mountain Coffee Roasters has contributed at least five percent of its pre-tax profit annually to support initiatives that it considers socially responsible. Green Mountain Coffee Roasters has been ranked No. 1 on the list of 100 Best Corporate Citizens, now published by CRO magazine, in 2006[4] and 2007[5].

In July 2006, Green Mountain Coffee Roasters launched an all-natural paper hot beverage cup. Produced in partnership with NatureWorks and International Paper, the cup is lined with a bio-plastic made from sugar a 100% natural and renewable resource. In May 2007, Green Mountain Coffee Roasters and International Paper were recognized with a 2007 Sustainability Award from the Specialty Coffee Association of America for their partnership that resulted in the eco-tainer cup.[6]

Marketing

The majority of Green Mountain Coffee抯 revenue is derived from over 8,000 wholesale customer accounts. The wholesale operation serves supermarket, specialty food store, convenience store, food service, hotel, restaurant, university, travel and office coffee service customers. Wholesale customers resell the coffee in whole bean or ground form for home consumption and/or brew and sell coffee beverages at their place of business.

In 2004, the company initiated an agreement with Bruegger's to source, roast, and package coffee for all of the chain's bakery-cafes. With an emphasis on fair trade coffee, custom blends are created for Bruegger's each season, with the basic blends being available all year round.

In 2005, the company began selling Newman抯 Own Organic Blend in more than 600 McDonald抯 restaurants in the Northeast. In 2007, the company had extended its agreement with McDonald抯 USA to source, roast and package Newman抯 Own Organics Blend coffee exclusively for more than 600 McDonald抯 restaurants in Massachusetts, Connecticut, Rhode Island, Vermont, New Hampshire, Maine and Albany, NY. McDonald抯 introduced Newman抯 Own Organics Coffee roasted by Green Mountain to its restaurants in New England and Albany, New York in 2005.[citation needed]

Green Mountain Coffee Roasters also operates a direct mail and e-commerce business.[7]

In 2007, the company sold 27,000,000pounds (12,000,000kg) of coffee through various retailers, up 10% over 2006.[8]

References

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