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Green Mountain Coffee® Partners With Shoprite To Extend “Great Coffee, Good Vibes, Choose Fair Trade” Campaign

To celebrate Fair Trade Month, Green Mountain Coffee Roasters, Inc., (GMCR) (NASDAQ: GMCR), a leader in specialty coffee and coffeemakers with its innovative Keurig ® brewing technology, has teamed up with ShopRite, the largest retailer-owned cooperative in the U.S., to grow consumer awareness of Fair Trade and empower shoppers to make informed and ethical purchasing choices. As part of the Green Mountain Coffee ® “Great Coffee, Good Vibes, Choose Fair Trade” campaign, the two companies came together to share the benefits of Fair Trade Certified™ coffee with shoppers and host a sweepstakes for a chance for one lucky ShopRite customer to win a trip to New York and attend an exclusive Kelly Clarkson concert. Clarkson will raise the volume on Fair Trade with an exclusive, private concert in New York on October 10, 2013.

Clarkson, an ambassador for Green Mountain Coffee ®, recently visited a coffee farm in Peru – one of the countries where Green Mountain Coffee Roasters, Inc. purchases Fair Trade Certified™ coffee – to experience firsthand the positive impact Fair Trade has on coffee-farming communities. The retail partnership with ShopRite will help raise additional awareness for Fair Trade and includes:
  • Exclusive digital coupon
  • Online video content
  • Banner advertisements
  • Sweepstakes for a trip to the exclusive Kelly Clarkson “Great Coffee, Good Vibes, Choose Fair Trade” concert

One lucky customer was selected from nearly 3,000 entrants to receive two tickets, hotel and travel to the exclusive concert in New York. During the concert Clarkson will share her Peru trip experience with fans, talk about the importance of Fair Trade, and perform some of her most popular songs.

“Our partnership with ShopRite is about extending the Fair Trade message to thousands of shoppers and helping people understand that Fair Trade can help improve farmers’ lives, while providing an excellent cup of coffee for consumers,” says Tom Ferguson, Senior Vice President of Sales, Green Mountain Coffee Roasters, Inc. “We are excited and appreciative that ShopRite is aligning with us to support this important cause.”

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