Green Mountain Coffee and Kroger Bring Fair Trade to Grocery Shoppers with Great Coffee, Good Vibes

Green Mountain Coffee and Kroger Bring Fair Trade to Grocery Shoppers with Great Coffee, Good Vibes Giveaway

WATERBURY, Vt.--(BUSINESS WIRE)-- Green Mountain Coffee Roasters, Inc. (GMCR) (NAS: GMCR) , a leader in specialty coffee and coffee makers, and Kroger, one of the world's largest grocers, continue to share the good vibes on the heels of Fair Trade Month by giving shoppers another reason to choose fair trade coffee. Through the Kroger Great Coffee, Good Vibes Giveaway, GMCR's Green Mountain Coffee® brand and Kroger will give one loyal shopper the chance to see acclaimed musician and Green Mountain Coffee fair trade ambassador Grace Potter or Michael Franti live at a concert venue of the winner's choice within the United States.

In October, Green Mountain Coffee announced its "Great Coffee, Good Vibes, Pass It On" campaign for Fair Trade Month. Kroger has collaborated with Green Mountain Coffee to spread the message about fair trade in select Kroger, Fred Meyer and QFC stores through in-store fair trade educational materials and the opportunity to win prizes through the Kroger Great Coffee, Good Vibes Giveaway and Instant Win Game. To drive consumers to stores, select households were sent a direct mailer with a coupon for $2.00 off any 12-count box of Green Mountain Coffee K-Cup® packs. The mailer harnesses Kroger's loyalty card data via dunnhumby, an insights provider.

Through November 11, 2012, Kroger shoppers who purchase two boxes of Green Mountain Coffee K-Cup® packs will receive a coupon for their next shopping trip and a special "Good Vibes" code to be redeemed on Facebook for prizes. Prizes include $10 Kroger gift cards, branded mugs and key chains, Grace Potter song downloads, coupons, and the grand prize, a trip to see either Potter or Franti in concert.

The grand prize includes two concert tickets, round trip airfare for two to the concert's location, and two nights' hotel accommodations. For more information, please visit the Kroger Good Vibes Giveaway tab on the Green Mountain Coffee Facebook page at

"We appreciate Kroger's support of fair trade as well as its commitment to partner with GMCR to grow the single cup category by expanding its merchandising sets and taking on new GMCR K-Cup® pack items," said Don Barberio, Vice President, In Home Sales, GMCR's Specialty Coffee business unit. "Kroger has helped us amplify the message to coffee fans that fair trade provides high quality coffee, and helps to ensure a higher quality of life for coffee farmers and their families."

About Green Mountain Coffee Roasters, Inc. (Nasdaq: GMCR)

As a leader in specialty coffee and coffee makers, Green Mountain Coffee Roasters, Inc. (NAS: GMCR) is recognized for its award-winning coffees, innovative 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 a portion of its pre-tax profits to socially and environmentally responsible initiatives. For more information, please visit,, or

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.

Forward-Looking Statements

Certain information contained in this release, including statements concerning expected performance such as those relating to net sales, earnings, cost savings, acquisitions and brand marketing support, are "forward-looking statements" within the meaning of Section 21E of the Securities Exchange Act of 1934. Generally, these statements may be identified by the use of words such as "may," "will," "would," "expect," "should," "anticipate," "estimate," "believe," "forecast," "intend," "plan" and similar expressions intended to identify forward-looking statements. These statements may relate to: the expected impact of raw material costs and our pricing actions on our results of operations and gross margins, expected trends in net sales and earnings performance and other financial measures, the expected productivity and working capital improvements, the ability to maximize or successfully assert our intellectual property rights, the success of introducing and producing new product offerings, ability to attract and retain senior management, the impact of foreign exchange fluctuations, the adequacy of internally generated funds and existing sources of liquidity, such as the availability of bank financing, the expected results of operations of businesses acquired by us, our ability to issue debt or additional equity securities, our expectations regarding purchasing shares of our common stock under the existing authorizations, and the impact of the inquiry initiated by the SEC and any related litigation or additional governmental inquiry or enforcement proceedings.

These and other forward-looking statements are based on management's current views and assumptions and involve risks and uncertainties that could significantly affect expected results. Results may be materially affected by external factors such as damage to our reputation or brand name, business interruptions due to natural disasters or similar unexpected events, actions of competitors, customer relationships and financial condition, the ability to achieve expected cost savings and margin improvements, the successful acquisition and integration of new businesses, fluctuations in the cost and availability of raw and packaging materials, changes in regulatory requirements, and global economic conditions generally which would include the availability of financing, interest, inflation rates and investment return on retirement plan assets, as well as foreign currency fluctuations, risks associated with our information technology systems, the threat of data breaches or cyber-attacks, and other risks described in the Company's filings with the Securities and Exchange Commission.

Actual results could differ materially from those projected in the forward-looking statements. The Company undertakes no obligation to update or revise publicly, any forward-looking statements, whether as a result of new information, future events or otherwise, except as may be required by law.


Media Contact:
Green Mountain Coffee Roasters, Inc.
Sandy Yusen, 802-882-2263
Specialty Coffee Business Unit

KEYWORDS:   United States  North America  Vermont


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