This October, GRAMMY ® winner Kelly Clarkson will team up with Green Mountain Coffee® to celebrate Fair Trade Month through “ Great Coffee, Good Vibes, Choose Fair Trade,” an integrated awareness campaign designed to educate and inspire people to purchase Fair Trade Certified™ products. As part of the campaign, Clarkson visited a coffee farm in Peru – one of the countries where Green Mountain Coffee Roasters Inc. (GMCR) purchases Fair Trade Certified™ coffee – to experience firsthand the positive impact Fair Trade can have on coffee-farming communities.
Kelly Clarkson travels to Peru with Green Mountain Coffee(R) to learn about Fair Trade Certified(TM) coffee firsthand (Photo: Business Wire)
Clarkson will share her experience with fans through the “Great Coffee, Good Vibes, Choose Fair Trade” campaign by way of ChooseFairTrade.com, Facebook, retail activations, digital advertising and more. The campaign will also include an exclusive, live Clarkson concert webcast on Facebook on October 10, 2013 at 8:30 p.m., EST. Fans will be offered the chance to win a trip to New York to attend Clarkson’s concert live, through Facebook.com/GreenMountainCoffee.
While in Peru, Clarkson met with farmers who help produce Fair Trade Certified™ Green Mountain Coffee varieties, toured a farm and performed an intimate concert for farmers and their families. By visiting ChooseFairTrade.com, people can get an exclusive look at Clarkson’s trip to Peru with the Green Mountain Coffee® team, including personal video and photos from her time in the coffee-farming community.
“Visiting the coffee farms and meeting farmers and their families was an incredible, eye-opening experience,” said Clarkson, musician and spokesperson for Green Mountain Coffee® brand. “Thanks to Fair Trade, coffee farmers have the chance to improve life in their communities, access health care and improve their children’s educational opportunities. I personally witnessed the effect buying Fair Trade coffee has in these communities, and I’m honored to use my voice to help spread the word!”