Green Mountain Coffee Roasters Inc.
) is geared to promote the consumption of Fair Trade Certified
coffee, and has partnered with Shoprite to make consumers aware
of its benefits.
The two companies are promoting awareness about "Great Coffee,
Good Vibes, Choose Fair Trade" campaign. The drive includes
exclusive digital coupon, online video content and banner
advertisements for Fair Trade coffee endorsement.
As part of the campaign, singer Kelly Clarkson visited a
coffee farm in Peru, from where the company purchases Fair Trade
Certified coffee. This was done for a first-hand experience of
the positive impact that Fair Trade can have on coffee-farming
Moreover, she will share her experience through
ChooseFairTrade.com, Facebook, retail activations and digital
advertising, among other platforms. The campaign included an
exclusive, live Clarkson concert webcast on Facebook on Oct
Moreover, a lottery among 3000 entrants was conducted on Oct
10 where the lucky winner was awarded a trip to New York with
Green Mountain boasts using 100% Fair Trade Certified Arabica
coffee which is procured directly from farmers. This ensures that
the farmers get Fair Trade minimum price and an additional
premium for certified organic products. This helps the farmers to
invest in the crops, their communities and their future.
Moreover, the company is assured of high-quality coffee at lower
price as there is no middleman involved.
In fiscal 2012, Green Mountain purchased 25% of coffee from
Fair Trade certified sources. During the same time frame, coffee
farmers earned more than $31.8 million, up 88% year over year, in
Fair Trade premiums to invest in their communities and improve
the quality of their harvests.
Such promotion of Fair Trade coffee will help GMCR boost sales
in the coming quarters. Green Mountain makes continuous efforts
to enhance its portfolio through product innovation and up
gradation. Green Mountain is focusing on its products and putting
its efforts to turn around its business after its K-cup patents
expired in Sep 2012. Apart from rolling out new products, the
company is upgrading its Keurig brewing system
Other Stocks to Consider
Green Mountain currently carries a Zacks Rank #2 (Buy). Other
consumer staples stocks worth considering are
Pinnacle Foods Inc.
The JM Smucker Company
Tree House Foods Inc
). All these stocks carry a Zacks Rank #2.
GREEN MTN COFFE (GMCR): Free Stock Analysis
PINNACLE FOODS (PF): Free Stock Analysis
SMUCKER JM (SJM): Free Stock Analysis Report
TREEHOUSE FOODS (THS): Free Stock Analysis
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