Exclusive performances by Franti and Potter to headline month-long awareness campaign
WATERBURY, Vt., Oct 05, 2011 (BUSINESS WIRE) -- This October, acclaimed musicians Michael Franti and Grace Potter have joined with Green Mountain Coffee(R) to spread the word about fair trade. Fair trade provides a fair price to coffee farmers for their beans, resulting in high-quality coffee and a higher quality of life in coffee-growing communities. Through exclusive live performances on Green Mountain Coffee's Facebook page ( http://www.facebook.com/GreenMountainCoffee ), Franti and Potter will share how small choices -- like the coffee we drink -- can help drive big change.
"Fair trade means that, by doing something as simple as buying Fair Trade Certified coffee, we become directly involved in the lives of farmers by helping them improve education, health and the environment within their communities," said Michael Franti. "Green Mountain Coffee has been a leading force in the fair trade movement and this partnership is an incredible opportunity for us to share the fair trade message by bringing people together with great music and great coffee."
"Partnering with Green Mountain Coffee is a great way for us to reach a larger audience about the positive impact people can have by supporting fair trade," said Grace Potter. "There's no better time than now for people to make the switch and look for the Fair Trade Certified label on the products they buy. It seems like a small thing, but together, we can make a difference in the quality of life for farmers around the world."
Both musicians will give exclusive live performances in October, in honor of Fair Trade Month:
October 8 at 9:00 p.m. PT/midnight ET -- Michael Franti and Spearhead's last concert of their U.S. tour from the Greek Theatre at Berkeley, CA will be live webcast exclusively on Green Mountain Coffee's Facebook page.
October 20 at 7:00 p.m. PT/10:00 p.m. ET -- Grace Potter and the Nocturnals will perform an exclusive concert dedicated to fair trade, streamed live on Green Mountain Coffee's Facebook page.
"This October, Green Mountain Coffee is celebrating Fair Trade Month in a big way, to reach as many coffee drinkers as possible," said Derek Archambault, Senior Brand Manager for Green Mountain Coffee. "Music can be a powerful way to share a message, and through partnering with Michael and Grace, we hope to inspire people that the choices we make about what's in our cup can help improve the lives of coffee farmers around the world."
For more than a decade, Green Mountain Coffee Roasters, Inc. (GMCR) has been a leader in the fair trade movement, and its purchases of Fair Trade Certified(TM) coffee have delivered millions of dollars in education, healthcare, and other infrastructure improvements to coffee-growing communities. Green Mountain Coffee -- part of GMCR's family of brands -- offers the largest selection of Fair Trade Certified coffees in the United States. Green Mountain Coffee's Fair Trade Certified coffee is available through specialty and mass retailers, grocery, club and convenience stores, offices, quick-serve restaurants and online.
Learn more about the benefits of fair trade and Green Mountain Coffee's efforts on the brand's Facebook page. For more information about Green Mountain Coffee's Fair Trade Certified coffees, visit www.GreenMountainCoffee.com .
About Green Mountain Coffee Roasters, Inc.
As a leader in specialty coffee and coffee makers, Green Mountain Coffee Roasters, Inc. (GMCR) GMCR -2.35% is recognized for its award-winning coffees, innovative Keurig(R) Single-Cup brewing technology, and socially responsible business practices. GMCR supports local and global communities by offsetting 100 percent of its direct greenhouse gas emissions, investing in sustainably-grown coffee, and allocating at least five percent of its pre-tax profits to socially and environmentally responsible initiatives.
GMCR routinely posts information that may be of importance to investors in the Investor Relations section of its website, including news releases and its complete financial statements, as filed with the SEC. The Company encourages investors to consult this section of its website regularly for important information and news. Additionally, by subscribing to the Company's automatic email news release delivery, individuals can receive news directly from GMCR as it is released.