USA: Green Mountain Coffee Roasters Joins TransFair USA in Marketing and Promoting Fair Trade Coffee
Green Mountain Coffee Roasters will have all of its regular certified organic coffees certified by TransFair USA. Additionally, the company will support the launch of Fair Trade coffee to promote consumer awareness and increase the amount of Fair Trade coffee sold in its market areas. An autumn promotion in conjunction with TransFair USA and Oxfam America is being developed. Early plans include the use of the Company's "Buzzmobile" - Green Mountain's motorhome-sized "coffee shop on wheels" - to help bring visibility to the cause, the use of consumer sales incentives, and promotion through company publications and the Company's website: www.GreenMountainCoffee.com. Green Mountain expects to place its Fair Trade coffee in supermarkets, convenience stores, restaurants, specialty shops, office coffee services, and other sales channels.
The international Fair Trade network supports 300 farmer cooperatives, about 550,000 farmers and their families, in 20 countries across Latin America, Asia, and Africa. Fair Trade farmers can more than double their incomes over what they would earn by selling to the conventional market. At a time when coffee's volatile world market price has hovered at historical lows, Fair Trade has allowed these farmers to keep their farms and afford adequate healthcare and education for their families.
"By offering Fair Trade Certified coffee, Green Mountain Coffee Roasters is establishing a meaningful partnership with coffee farmers and their families--a partnership that empowers the growers both socially and economically, so they can substantially improve the quality of their own lives," said Paul Rice, Executive Director of TransFair USA. "TransFair is very enthusiastic to see Green Mountain continuing its leadership role in promoting sustainable coffees by joining the Fair Trade coffee movement."
"I am delighted that we are working with TransFair USA to promote and sell certified Fair Trade coffees," said Robert Stiller, President and CEO of Green Mountain Coffee, Inc. "We have worked diligently to establish excellent relationships with our producing partners. TransFair USA enables us to strengthen our relationships with a number of small farmer cooperatives by guaranteeing that members of these democratically run organizations receive a fair price for their coffees. We believe that the economic stability of small farmers is critical for both the economic and environmental sustainability of coffee growing areas. This goal is one we have had for a long time, and I am very happy to see it realized. We look forward to partnering with TransFair USA and Oxfam America in promoting the Fair Trade concept and our own Fair Trade coffees."
The Fair Trade initiative is a logical next step for Green Mountain Coffee Roasters. For over ten years the Company has been cultivating relationships with coffee producers, environmentalists, and organizations working to improve the quality of life in coffee growing areas. Green Mountain Coffee has established direct relationships with farms and cooperatives in Mexico, Costa Rica, Sumatra, Peru, Hawaii, and Guatemala. Many of the coffees purchased from these sources are included in the Company's Stewardship Program, which recognizes farms that produce excellent quality coffee while demonstrating a respect for the environment and the workers.
Green Mountain Coffee has supported the efforts of The Rainforest Alliance(TM), and of Conservation International(TM) which has endorsed a number of the Company's coffees for the manner in which they are grown. Additionally, Green Mountain Coffee has supported the efforts of Coffee Kids(TM) for over 11 years. This organization works to improve the quality of life in coffee growing communities through projects that are based on self-sufficiency. Currently, Green Mountain is funding a Coffee Kids micro-credit program in the area surrounding Huatusco, Veracruz, Mexico. More recently, the Company has helped fund a women's health care project in Oaxaca, Mexico in conjunction with Ben & Jerry's Homemade, Inc. and Coffee Enterprises.
Green Mountain Coffee, Inc. is a leader in the specialty coffee industry. The Company roasts high-quality arabica coffees and offers over 60 varieties including single-origin, estate, certified organic, proprietary blends, and flavored coffees that it sells under the Green Mountain Coffee Roasters® brand. The majority of Green Mountain Coffee's revenue is derived from its wholesale operation which services restaurant, supermarket, specialty food store, convenience store, food service, in-room hotel hospitality, university, airline, train, and office coffee service customers. Green Mountain Coffee also operates a direct mail operation and e-commerce website (www.GreenMountainCoffee.com) with secure on-line ordering for customers from its Waterbury, Vermont headquarters.
TransFair USA, a non-profit monitoring agency, is the only organization providing independent, third party certification of Fair Trade products in the U.S. TransFair also educates consumers about international trade and economic development. By building consumer support for Fair Trade products, TransFair seeks to reduce Third World poverty and promote sustainable economic development around the world.
Certain statements contained herein are not based on historical fact and are "forward-looking statements" within the meaning of the applicable securities laws and regulations. Owing to the uncertainties inherent in forward-looking statements, actual results could differ materially from those set forth in forward-looking statements. Factors that could cause actual results to differ materially from those in the forward-looking statements include, but are not limited to, fluctuations in availability and cost of green coffee, competition and other business conditions in the coffee industry and more generally in the food and beverage industry, the impact of the loss of one or more major customers, the Company's level of success in continuing to attract new customers, economic conditions, variances from budgeted sales mix and growth rate, customer acceptance of the Company's new products, the impact of a tighter job market, weather and special or unusual events, as well as other risk factors as described more fully in the Company's filings with the Securities and Exchange Commission.
To find out more about Green Mountain Coffee, visit www.GreenMountainCoffee.com
To find out more about Fair Trade and TransFair USA, visit www.transfairusa.org
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