Green Mountain Shares Plunged: What You Need to Know

Although we don't believe in timing the market or panicking over market movements, we do like to keep an eye on big changes -- just in case they're material to our investing thesis.

What: Shares of single-serve brewer maker Green Mountain Coffee Roasters (NAS: GMCR) got roasted 38% on Thursday after its fourth-quarter revenue fell short of Wall Street expectations.

So what: While Green Mountain's profits nearly tripled, a miss on the top-line -- $712 million versus the consensus of $760.5 million -- is triggering fears that the recent short argument from hedge fund manager David Einhorn actually holds water. Green Mountain naturally tried to reassure Wall Street that the miss had nothing to do with the accounting issues brought up by Einhorn (slow wholesale orders were blamed for the shortfall), but it's obvious that investors remain seriously on edge.

Now what: Expect the impassioned tug-of-war to continue. "Ultimately, our best response is continuing to run our business with the utmost of integrity, focusing on driving a sustainable and successful business model," said CEO Daniel Birnbaum. Unfortunately, given all the new fears regarding transparency, not to mention the stock's still-lofty price multiples, management will have a much tougher time impressing Wall Street going forward.

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At the time thisarticle was published Fool contributor Brian Pacampara owns no position in any of the companies mentioned. Motley Fool newsletter services have recommended buying shares of Green Mountain. Motley Fool newsletter services have recommended creating a lurking gator position in Green Mountain. Try any of our Foolish newsletter services free for 30 days.We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Fool's disclosure policy always gets a perfect score.

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