Green Mountain Coffee Stock

Associated Press
08/20/09 10:30 AM PDT NEW YORK —


Shares of Green Mountain Coffee Roasters — seller of Keurig coffee products — rose Thursday after a Janney Montgomery Scott analyst said the stock price had been weaker than it should be.

Analyst Mitchell Pinheiro reiterated a "Buy" rating on the stock and said the company's fundamentals had not changed even though the shares had dropped after a recent secondary share offering.

Shares rose $1.99, or 3.6 percent, to $57.60 in afternoon trading.

Investors remain cautious, Pinheiro said, but "we believe the stock is best viewed with a two-year horizon." He said it will benefit from a growing Keurig brewer base, improving margins and better return on investment.

The analyst said he expects Green Mountain Coffee to eventually get 15 percent market share in the U.S. coffee brewer market.

Green Mountain Coffee Roasters Good For Community, Great For Coffee!

Excerpt From Article By Molly Walsh, Free Press Staff Writer • July 5, 2009

Five years ago, no one knew quite what to do with the decrepit train station in the center of this small town. Then came local employer Green Mountain Coffee Roasters with a plan to help renovate the 1875 building and lease a portion for a cafe and company visitors center.

The venture proved to be a success, like just about everything the company has done lately, and these days the restored building bustles with coffee-sipping tourists, local residents and passengers waiting for trains that still stop at the station.

At company headquarters just across the tracks, Green Mountain Coffee is brewing a much bigger success story and doing so despite a deep economic recession. Net sales for the second quarter of fiscal year 2009 were up more than 60 percent over the same quarter in 2008, and net income climbed 118 percent. Company stock spiked from $25 a share last June to $93 this June before the company delivered a three-for-two stock split to shareholders.

The specialty coffee company that was founded in a Waitsfield cafe 19 years ago now employs 1,408 people and continues to grow both in and out of Vermont. The aroma of roasted coffee beans — imported from countries including Mexico, Indonesia and Rwanda — hangs over Waterbury, and the company footprint has expanded to eight or nine buildings in town, including new space at the site of a former Chevrolet dealership.

One cup at a time

The company’s expansion into the single-cup brewing market with Keurig coffee makers and K-Cups — single portions of deluxe coffees, teas and hot chocolate — is driving a good part of the recent stock climb. Second-quarter sales of Keurig machines increased 148 percent over the previous year, and the company shipped 479,000 of the sleek brewers. In April, Green Mountain announced that Keurig machines and K-Cups coffee would be sold in 3,000 Wal-Mart stores — expanding the reach of a product that Green Mountain managers hope will become as ubiquitous as drip coffee makers.

Waterbury Vermont; Green Mountain Coffee Roasters And Ben And Jerrys - Socially Conscious Companies

The following is an excerpt from The Gort Cloud: The Invisible Force Powering Today’s Most Visible Green Brands by Richard Seireeni. It has been adapted for the Web.


Across Vermont, sustainability seems to be on almost everyone’s mind. In the west-central part of the state, around Burlington, there seems to be a virtual Gort Cloud stretching for miles, companies and NGOs connecting in all directions.

In Waterbury, where Green Mountain Coffee Roasters is in the center of town and the Ben & Jerry’s plant is up the road, the two like-minded companies often come together to promote social and environmental causes. Today a press conference is under way in the Green Mountain Coffee parking lot. Green Mountain Coffee employees hand out free cups of Fair Trade Rain Forest Nut, while Ben & Jerry’s employees serve their Fossil Fuel ice cream flavor from a trailer-turned-ice-cream dispenser that has been pulled here by the Ben & Jerry’s Lick Global Warming Ford Escape hybrid. It’s a very warm day, and the ice cream melts quickly. Several representatives from Vermont-based NGOs are also in attendance.

The rally has been called primarily to urge the Vermont legislature, in Montpelier just twenty-three miles to the south, to override a recent gubernatorial veto of progressive energy legislation. Green Mountain Coffee Roasters has also chosen this moment to cut the ribbon on its new biodiesel tank, which will be used to fill its Waterbury delivery trucks.

The premium coffee landscape.

Paul Comey, Green Mountain Coffee’s VP of environmental affairs, calls GMCR “a medium-sized company,” with more than a thousand employees and 26.8 million pounds of coffee roasted and shipped annually, as of this writing. It has ridden the wave of growth in the premium coffee segment at the same time that overall consumption of coffee in the United States has been flat. In 2006, Green Mountain Coffee accounted for 1.2 percent of the 2.2 billion pounds in US coffee sales, 7.1 percent of specialty coffee sales, and approximately 10 percent of Fair Trade coffee sales.

The growth in the specialty coffee market is attributable to its spread to fast-food restaurants and convenience stores as well as to the increased demand for specialty coffee in the workplace. Green Mountain Coffee has taken advantage of these trends. Its coffee is featured at bagel shops, delis, and restaurants that compete against large national chains such as Starbucks, and it provides its coffee to offices through distributors, most often using the Keurig single-cup coffee-brewing system.

The total revenue for Green Mountain Coffee Roasters, Inc., in 2007 was $341.6 million, with two-thirds coming from the coffee division under the Green Mountain Coffee and Newman’s Own Organics labels, and one-third coming from Keurig, Incorporated. Of the 26.8 million pounds of coffee shipped by Green Mountain Coffee, 7 million pounds went through office coffee service distributors, 6.4 million pounds went to supermarkets, 5.6 million to convenience stores, 5.4 million through food service at restaurants and institutions, 1.2 million through Green Mountain Coffee’s Web site and catalog sales, and 1 million pounds through resellers.

“Part of the complexity of our business is that we operate in more channels than most coffee companies,” explains T. J. Whalen, Green Mountain Coffee’s vice president of marketing. “It’s part of our strength — we try to surround the consumer with opportunities to buy our products.”

Each channel has its own set of competitive dynamics. When it comes to sales of packaged coffee in supermarkets, Starbucks was on top at $358 million in sales in 2007, but it has recently scaled back retail stores partly due to overexpansion, while McDonald’s seems to be ramping up its premium-coffee service.2 Seattle’s Best was at $68 million. Peet’s was at $61 million; Green Mountain Coffee, $32 million. Dunkin’ Donuts, a brand that is considered halfway between premium and commercial, was at approximately $63 million in sales.

Competition from nonpremium, commercial brands comes primarily from Folgers, with $892 million in 2007 revenue, and Maxwell House, with $486 million. While Green Mountain Coffee’s sales increased last year, Folgers and Maxwell House saw a decline.

“Consumers in general are trading up,” Whalen says. “They’re understanding the value of specialty products.”


Pushing the environmental agenda for twenty-two years.“If you’re a facilities manager, you’re looking at environmental components whether you like it or not,” says Paul Comey, who joined the company in 1986. “How do you recycle, how do you deal with the waste stream . . . it’s ingrained in you as an integral part of your day-to-day business.”

“The bigger you get, the more you understand the scope of your impact. Idling of trucks is bad, but when you look at the number of trucks we have, then you see it’s something that really needs to be addressed.”

Comey’s initiatives have included modification of energy systems to reduce waste, companywide recycling programs, and changes in packaging procedures. Green Mountain Coffee offsets 100 percent of its documented emissions from operations and transportation as well as a portion of indirect emissions related to outbound freight. The offset funds go to varied sites depending on the year. Supported projects have included the Rosebud Sioux Tribe Wind Turbine in South Dakota, a methane-recapture project on a family farm in Pennsylvania, familyfarmer- based renewable energy projects, Midwest farmer-owned wind turbines, and Vermont farmer-owned methane digesters. The funds have also helped retire CO2 offsets that have been generated by the Des Plaines Landfill Project, owned by the Archdiocese of Chicago.

In 2006, Green Mountain Coffee partnered with International Paper to bring to market the Ecotainer, the first petroleum-free disposable to-go paper cup for hot beverages made from renewable materials. The company also offers an eco-friendly to-go cup for cold drinks.

“One of the challenges with this business is that when you get the best packaging for the coffee, odds are it will be bad for the environment. If you get the best packaging for the environment, odds are the coffee will go stale before it’s used, unless you’re a micro-roaster with very small distribution,” Comey explains. “So you’re caught between a rock and a hard place.”

The company is looking into biopolymer packaging alternatives. “It’s something we’re tracking very closely,” Comey says. Green Mountain Coffee recently introduced new packaging for its Single Origin and Newman’s Own Organics lines. The bags use a layer of polylactic acid (PLA) made from corn to replace a petroleum-based layer.


Just watch this company in the future... and absolutely, you deserve to try their coffee - it's fabulous!

Tully's Coffee K-Cups - Bold K-Cups Flavor From Green Mountain Coffee Club

If you haven't heard about the newest member of the Green Mountain Coffee family, let me introduce you to Tully's Coffee bold flavor of the Pacific Northwest.

Known for its handcrafted quality in the Pacific Northwest, Tull's has a wide selection of rich, full bodied coffee roasts.

For a fabulous new addition to your Keurig Coffee selection, look to Tully's Coffee K-Cups from the Green Mountain Coffee Club to satisfy your tastebuds.

Green Mountain Coffee Iced Coffee Drink Bottled; Soon To Quench Your Thirst

Green Mountain Coffee is famous for its organic, fair trade coffee; K-Cups, coffee beans or grind. McDonalds is serving Green Mountain's organic fair trade coffee presently in the North Eastern United States.

Green Mountain Coffee Roasters realize the market for iced coffee drinks and have created a new version. As with the McDonalds hot coffee, the cold Double-Bean Elixirs™ will first be available in vending machines and select retail locations in the Northeast.

Soon you will all be able to get a cold, organic, fair trade coffee on the go. The new Double-Bean Elixirs™, carbonated coffee sodas will be available in vanilla, hazelnut, mocha and almond. They come in 12 ounce bottles and four packs for economy. We are in hopes that these will also be available through the Green Mountain Coffee Club for those of us who live in the Pacific Northwest.

Summer is here and I love iced coffees when it is sunny and warm! I can't wait to be able to buy this version Organic, Fair Trade Coffee.

New Summer K-Cup Coffee: Summer Safari K-Cups.

Looking for a new crisp, clean flavorful coffee? Try Green Mountain Coffee's new blend of South American coffees and slightly wild East African beans? You will love this Fair Trade Summer Safari ™ Blend, a spirited, slightly tropical take on summer.

Summer Safari is sweet-toned and light-bodied, refreshing and remarkably balanced. Enjoy it just-brewed, or over ice.

The Perfect Peach — reason enough to fall in love with summer all over again.
From its juicy aroma of fresh peach nectar to its surprisingly complex flavors of gorgeous, sun-drenched stone fruit, we think you're gonna love this one — just-brewed, iced, sweetened if you care to. And maybe it goes without saying, but, peaches and cream? Divine.

Regular K-Cup Price: $13.95
Green Mountain Coffee Club Discount Price: $11.95
Select ANY 4 Boxes Of K-Cups For Free Shipping.

Caribou K-Cups Discount 80 Count Box $37.95; Free Shipping!

Discount Caribou K-Cups Coffee With Free Shipping!

Now you can buy Caribou K-Cups in an economic box of 80 K-Cups and get free shipping. Regular Price: $43.95
Coffee Clubs K-Cup Discount $37.95

Achieving balance in life is a challenge. Caribou Coffee's signature blend meets that challenge, balancing a big-bodied, syrupy taste with a clean, snappy finish. The secret of this blend's relaxed complexity is a rich hearty Indonesian bean, perfectly proportioned with Central American and South American varieties for lively fruit tones. The result is a coffee with universal appeal, delightful any time of the day or night. Caribou Blend is a Rainforest Alliance Certified coffee.

South American varieties for lively fruit tones. The result is a coffee with universal appeal, delightful any time of the day or night.

Get the best price for your Caribou Coffee K-Cups through Green Mountain Coffee Club

Green Mountain Coffee For Boston T Riders

I was in Boston this week and was pleased to find Green Mountain Coffee Roasters had teamed up with TransFair USA and Bruegger’s Bakery-Cafés to reward MBTA riders for their environmentally friendly commuting habits.

An estimated 20,000 T riders should receive free coupons tomorrow that can be redeemed for hot or iced Fair Trade Certified Green Mountain Coffee at Bruegger’s Bakery-Cafés, plus a coupon worth $2.50 off a package of Green Mountain Coffee at local grocery stores, according to a press release passed along by Vermont-based Green Mountain Coffee.

Bruegger’s is among more than 700 national restaurants and cafes that offer Fair Trade Certified products, meaning farmers in Africa, Asia, and Latin America are paid fair prices for their products and that crops are raised with environmentally sustainable agriculture techniques.

Green Mountain Coffee; Success In Market

This week's edition of Options Spotlight takes a look at Green Mountain Coffee Roasters, Inc. (GMCR: sentiment, chart, options). According to Hoover's, the company offers about 180 varieties of coffee, cocoa, and tea, which it sells to wholesale customers including supermarkets, convenience stores, resorts, and office-delivery services. Among its customers are Exxon Mobil's convenience stores and McDonald's restaurants. Green Mountain coffee is also sold under the Newman's Own Organics brand, as well as its namesake Green Mountain Coffee and the Tully's label.

After the close on April 29, the company announced a distribution partnership with Wal-Mart Stores Inc. (WMT) and also posted strong quarterly results. The mega-retailer plans to distribute GMCR's flagship Keurig Single-Cup Brewing System in more than 3,000 of its stores.

Meanwhile, Green Mountain Coffee Roasters Inc. reported that its fiscal second-quarter net income more than doubled on soaring sales. Earnings rolled in at $13 million, or 50 cents per share, from $5.96 million, or 23 cents a share, a year earlier. Net sales jumped 60% to $193.4 million. Analysts were looking for earnings of 36 cents per share on revenue of $178 million. Gross margin dropped to 32.1% from 37%.

The Keurig coffee maker also boosted its 2009 outlook. Excluding charges related to litigation with Kraft Foods Inc. (KFT), Green Mountain expects 2009 per-share earnings of $1.47 to $1.53, up from its January estimate of $1.25 to $1.35. It also raised its estimate for sales growth to 58% to 61% from 43% to 48%. For the fiscal third quarter, the company expects earnings of 38 cents to 42 cents per share, including 4 cents in charges for amortization, on sales growth of 61% to 66%. Analysts were looking for 39 cents in earnings on 39% sales growth.

In the Options Spotlight, I shine a light on what's happening in the options world. In the case of the Green Mountain Coffee Roasters, put activity has been brisk on the shares as investors attempt to call a top to the security's climb up the charts. Has this stock's ascent finally reached an end? For a closer look at Green Mountain Coffee Roasters and its sentiment backdrop, please click for the video button.

Keurig Brewers 15% Discount From Green Mountain Coffee For Mothers' Day

Green Mountain Coffee Mothers Day Special! Keurig Brewers Discount 15% Coffee Club Members



15% Discount Keurig Brewers With Free Shipping!

Green Mountain Coffee Gains On Keurig Deal With Wal Mart!

Green Mountain Gains on Keurig Deal With Wal-Mart

By Courtney Dentch

April 30 (Bloomberg) -- Green Mountain Coffee Roasters Inc. had a record gain in Nasdaq trading after announcing Wal-Mart Stores Inc. will carry its Keurig single-cup coffee makers.

Green Mountain climbed $19.58, or 37 percent, to $72.31 at 4 p.m. New York time on the Nasdaq Stock Market, the biggest rise since the company began trading in September 1993. The stock has gained 87 percent this year.

Wal-Mart, the world’s largest retailer, will carry the discount Keurig coffee makers and the individual servings of coffee grounds in more than 3,000 U.S. stores, making Green Mountain’s machine the only such coffeemaker on its shelves, the companies said yesterday after U.S. markets closed. The deal could add 62 cents a share in royalty payments this year, wrote Mitchell Pinheiro, an analyst with Janney Montgomery Scott LLC in Philadelphia.

“Wal-Mart’s presence in discount K-Cup sales will likely be the catalyst that catches the attention of the major grocery chains,” Pinheiro wrote in a note to investors today. He recommends buying Green Mountain stock.

The Waterbury, Vermont-based company also posted second- quarter net income and sales that topped analysts’ estimates. Profit more than doubled to $13 million, or 50 cents a share, from a year earlier, the company said yesterday. Sales rose 60 percent to $193.4 million.

The average of five analysts’ estimates compiled by Bloomberg was for profit of 35 cents on sales of $181.3 million.

To contact the reporter on this story: Courtney Dentch in New York at cdentch1@bloomberg.net.

Green Mountain Coffee Roasters Competes Well In Stock Market Results

Green Mountain Coffee Roasters is growing right along side the fastest growing portion of the of the coffee industry, the high-end specialty coffee market. Green Mountain Coffee is a product leader in this category, they emphasize quality and enjoyment of their product. Green Mountain's target market is no question wholesaler's.

Green Mountain Coffee has over 5,000 wholesale accounts that currently account for 94% of their revenue. In this marketing plan I thoroughly go through who their wholesale customers are, the relationships they have with them, and how they plan to use them in their overall strategy to obtain more customers in different market segments. Also in this report, I discuss the competitiveness of the industry Green Mountain is in, as well as the opportunities, threats and other outside influences that can have a positive or negative effect on the company.

In general this report is an overview of the company that is Green Mountain Coffee Roasters, their industry, target markets, environmental influence's, competition, and most importantly their strategy, along with my critique.

Green Mountain Coffee Roasters began in 1981 as a small café in rural Vermont. Today the company boasts a 90,000 square feet, state-of-the-art distribution & roasting facility in Waterbury, Vermont, where the company is based. Green Mountain Coffee Roasters has a strong regional presence in the Northeast and is gaining Market share in other parts of the country. It has an extensive wholesale operation as well as a direct mail and Internet businesses.

Green Mountain Coffee, Inc. is a leader in the specialty coffee industry. The company roasts 60 varieties of high quality Arabica coffees including single-origin, estate, certified organic proprietary blends and flavored coffee's that it sells all under the Green Mountain Coffee Roasters name brand. The majority of their revenue comes from their aforementioned wholesale operation, which services restaurant, supermarket, specialty food store, convenience store, food service, hotel room hospitality, university, airline, train and coffee office service customers.

The company went public in 1993 and is listed on the NASDAQ National Market under the symbol GMCR; for the Fiscal year ended September 25th, 1999, net sales increased 16.2% to a record $64,881,000.

The coffee industry has shifted towards specialty coffees such as Green Mountain's in the recent years, and The Company competes against all sellers of specialty coffee. These specialty coffees are higher priced then normal coffees; the increased demand for them has been driven by consumer education, a wider availability of high quality coffee such as Green Mountain's, and an emergence of up scale coffee shops throughout the country.

According to the National Coffee Association of USA, Inc. four out of five American consumers consider themselves coffee drinkers; on average an estimated 400 million cups of coffee are consumed in the US each day. Next to oil, coffee is the highest traded commodity in the world. Specialty coffees are becoming increasingly popular in the US, and the fastest growing segment of the coffee market. Green Mountain Coffee has become an established and premier brand in the specialty coffee market. This market is highly competitive, and because of the high growth of this segment, large companies have entered the market.

Proctor & Gamble distributes Millstone into supermarkets, which is a direct substitute for Green Mountain Coffee; Starbucks recently signed a distribution agreement with Phillip Morris/ Kraft foods that will enable Starbucks to place its Coffee in supermarkets as well. Starbucks has also been growing in its wholesale operations, and hopes to leverage its brand name that is continually growing due its popular neighborhood coffee houses and trendy style.

In the office coffee, convenience store and service arena, General Food's, Proctor & Gamble, and Sara Lee are direct competitors. In the direct sales area of the market, which accounted for 6% of Green Mountain's revenue in 1998, their major competitor is a division of General Foods, Gevalia. As you can see there are a lot of large multinational corporations in the market that have resources available to them that Green Mountain does not have. Starbucks is the only other major independent producer of high-end coffees.

As this new market expands and smaller companies strive to build brand awareness and larger companies attempt to earn larger market shares and build brand equity, competition will only intensify.

Let's look at major Social and Economic factors that are influencing Green Mountain Coffee and whether or not these factors can be looked at as opportunity or a threat to Green Mountain.

Major social trends include a movement toward more natural and healthy products, as well as lifestyles. This trend can only help Green Mountain. With its Organic line of five different coffee flavors having been introduced on Earth Day, 1998 and available along side all its normal line, Green Mountain is aggressively pursuing this new market.

Another social trend is that of America becoming more concerned with the environment. Green Mountain works closely with Conservation International, and the Rainforest Alliance. In 1998 the company was invited to present a Environmental case study at the Future 500 annual conference on its biodegradable coffee bag that it developed in partnership with 3M corporation. The Company has also sponsored a Yale research project to find more environmental and labor healthy ways of producing Coffee. The study perpetuates Green Mountain's continuing efforts to develop long-term relationships with its coffee-producing partners. It also continues Green Mountains overall support for positive environmental and social initiatives, such as their Stewardship line of coffee that come only from farms that exhibit extraordinary care of their land and their employees.

The environment is an issue that Green Mountain takes very seriously and its many different environmental projects can only strengthen the company in the mind of the consumer.

The extraordinary economic situation that is currently happening in America and aroung the world has given rise to financial concern for all Americans. Green Mountain Coffee is a high-end product that is pricier than normal coffee's on the market. The overall economic prosperity of the country gives consumers less disposable income and a lower propensity to buy higher priced consumer goods such as Green Mountains.

The extraordinary growth of e-commerce has in most cases forced companies to either develop an effective e-commerce solution. This new use of technology can be looked upon certainly as an opportunity or a threat depending on the success of Green Mountain in this area. They recently opened a web site that offers a variety of information on the company and secure online purchasing of Green Mountains products. Initial reactions have been positive, as they have been proven to be an effective channel for new direct-mail customers. This new area of commerce is looking more like an effective medium to sell and provide information to consumers than a possible threat.

Green Mountain uses a combination of outside brokers and And direct relationships with estates for its supply of green coffees, with outside brokers providing the majority. The price of coffee is subject to high volatility. The company generally passes coffee price increases or decreases on to the customer, which means if the price of green the green coffee bean increases, or world supply of the green coffee bean decreases, the price is raised and sales could diminish.

Green Mountain publishes catalogs that offer their complete product line as well as coffee-related gifts and accessories. Much of their revenue is generated by the Green Mountain Coffee Club. This is a program that has customized standing orders for re-shipment of their coffee in beans, ground or K-Cups.

As the secure on line purchasing that Green Mountain Coffee's new web site offers begins to grow, direct mail should start to contribute more to total sales, as e commerce offers any-time, user friendly access to purchasing Green Mountain Coffee products.

The presence of Green Mountain Coffee crosses over many different distribution channels and customer categories in its primary geographic market, the northeastern United States. What this does for Green Mountain is provide widespread brand exposure in a variety of settings, ease of access to Green Mountain's products, and many opportunities to sample their products. Throughout the day a consumer can consume the product: at home in the morning, at the office, at a restaurant for lunch, on an airplane or train to a destination, at convenience stores or a supermarket, and even at a movie theater.

Green Mountain believes that it's coffee's convenient availability throughout the day for consumer trial is a significant competitive advantage and a key component of their strategy. Consumers who sample their coffee by the cup are likely to develop a taste for Green Mountain Coffee and seek it out through other available distribution channels. Company studies have shown that consumer trial at one level of distribution will lead to subsequent purchases in another area of distribution. As brand awareness increases through trial by consumers of Green Mountain's coffee by the cup, demand for whole bean sales of Green Mountain's coffee for home consumption will also increase.

As Green Mountain's brand equity is built, they believe wholesale expansion will typically continue through customers such as supermarkets, convenience stores and specialty food stores, who in turn sell Green Mountains whole bean to customers. Green Mountain sees this expansion process as capitalizing on the cup/whole bean inter-relationship. This relationship is designed to increase Green Mountain's geographic share in already strong areas, increase sales density in those areas and according to Robert Stiller, CEO: drive operational and brand-equity efficiencies.

By principally leveraging the companies strong wholesale distribution channel, Green Mountain wants to introduce its products in selected markets across the US and internationally. Green Mountains target market is still going to be wholesalers, and for them to grow an integral part of their growth strategy will be increasing sales to retailers who sell whole bean coffee.

Green Mountain Coffee Roasters purchased Keurig the company that makes single cup coffee makers for which Green Mountain is responsible for the packaging of the K-Cup Coffees that are used in the Keurig coffee makers.

They will try to identify new customers such as chain and franchise convenient stores and office coffee services, i.e. the same type of wholesalers they have now, and use these customers for not only additional revenue, but enhance the consumer trial of their product. Green Mountain feels that their core competency is the extremely high quality and convenience of their product. This is something Green Mountain believes the customer can recognize, and that Green Mountain has been and will continue to market in the future.

There is no doubt that Green Mountain is a product leadership type of company. It seems they really pride themselves on the product they produce as being the best in the industry. They project this in their ideas about their wholesale customers.

They seem to be hyper-focused on something that they are very good at; developing relationships with wholesale customers. Green Mountain sees their relationships with these customers as their avenue into other markets, which I think is a positive strategy. With the limited business knowledge that I have, I was very impressed with Green Mountain Coffee and this strategy. They seem to be hyper-focused on something that they are very good at; developing relationships with wholesale customers and then using these relationships to enter gain brand awareness, as well as brand equity.

Green Mountain Coffee makes an excellent cup of coffee, whether using K-Cups Coffee and a Keurig Brewer or ground coffee in your favorite coffee maker.

Green Mountain Coffee Roasters Announces Winners Of Climate Change Proposals

In honor of Earth Day, Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR) today announced the winners of its challenge to find potential solutions to climate change. The contest site on JustMeans.com received more than one million page hits, over 100,000 unique visitors, and created an online social network of nearly 30,000 stakeholders interested in "Changing Climate Change."

More than 100 nonprofit organizations from around the world submitted proposals to address climate change in four specific areas: threats to coffee-growing communities, transportation-related emissions, building political will, and empowering individual action. GMCR has named four nonprofit organizations that will each receive a $200,000 grant, payable over five years.

Threats to coffee-growing communities: The International Center for Tropical Agriculture (CIAT) and Catholic Relief Services (CRS) will use the grant to map forecasts of the impacts of climate change in coffee-growing communities and help smallholder coffee farmers identify, evaluate and implement adaptation strategies.

Transportation-related emissions: New England Transportation Institute, in partnership with the University of Vermont Transportation Research Center, will conduct an in-depth analysis of transportation patterns in the rural Northeast to help inform policy-makers on the likely adoption and ultimate effect of different transportation strategies on greenhouse gas emissions levels.

Building political will: Ceres will mobilize its business and investor partners to make the economic case for bold U.S. climate and energy legislation in 2009. These leaders will take their message to legislators and the media.

Empowering individual action: The National Parks Conservation Association will encourage and empower national park visitors to "Do Your Part" to reduce greenhouse gas emissions. Outreach will include dozens of national parks and their local communities, the web, and hundreds of schools.

The grants are part of Changing Climate Change, GMCR's company-wide initiative that also includes operational initiatives, employee incentives to reduce carbon emissions, and the purchase of carbon offsets.

"Working to protect the environment is one of our core company values," says Michael Dupee, Vice President of Corporate Social Responsibility for Green Mountain Coffee Roasters, Inc. "Long-term solutions to climate change will come from the combined efforts of all of us-nonprofits, for-profits, the government, and individuals. We're very excited by the potential these organizations and projects have to create positive change on this issue globally, as well as in our own operations."

Details of the winning proposals can be found on GMCR's web site at www.BrewingABetterWorld.com

About Green Mountain Coffee Roasters, Inc. (GMCR)
As a leader in the specialty coffee industry, Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR) is recognized for its award-winning coffees, innovative brewing technology, and socially responsible business practices. GMCR's operations are managed through two business units. The Specialty Coffee business unit produces coffee, tea and hot cocoa from its family of brands, including Tully's Coffee(R), Green Mountain Coffee(R) and Newman's Own(R) Organics coffee. The Keurig business unit is a pioneer and leading manufacturer of gourmet single-cup brewing systems. K-Cup(R) portion packs for Keurig(R) Single-Cup Brewers are produced by a variety of licensed roasters, including Green Mountain Coffee and Tully's Coffee. GMCR supports local and global communities by offsetting 100% of its direct greenhouse gas emissions, investing in Fair Trade Certified(TM) coffee, and donating at least five percent of its pre-tax profits to social and environmental projects. Visit www.GreenMountainCoffee.com and www.Keurig.com for more information.

For more information please contact:

Sandy Yusen, Director of Public Relations
Green Mountain Coffee
866-968-2739
www.GreenMountainCoffee.com

Green Mountain Coffee Responsible Energy Use; Going Solar!

Green Mountain Coffee Environmentally Conscious

Waste reduction and responsible energy use have been two of Green Mountain Coffee Roasters top priorities from the beginning

Green Mountain Coffee Roasters is hoping to cut its electric bill with a major solar power installation set for spring.

The Green Mountain Coffee company plans to put 530 solar panels on top of its distribution center in a partnership with Green Mountain Power Corp., and groSolar.

Green Mountain Coffee Roasters' goal is to provide you with an extraordinary coffee experience that’s also environmentally sound, socially just, and completely sustainable. Each day, they take steps along that path.

Beverage Industry Features Green Mountain Coffee Roasters

Green Mountain Coffee Roasters is featured in this month’s Beverage Industry magazine.

Michelle Stacy, President of Keurig Inc., Scott McCreary, Green Mountain Coffee Chief Operating Officer, and Larry Blanford, Green Mountain Coffee Roasters’ President and Chief Executive Officer are featured on the front cover while posing behind the counter at GMCR’s Visitor’s Center.

Beverage Industry focuses on trends, technology and products that shape the marketplace, discusses everything from Green Mountain's multi-channel strategy to brewing delicious Green Mountain Coffee.

This 10 page article is a great presentation of Green Mountain Coffee company’s growth and business strategy.

To read the complete Green Mountain Coffee story, go to Beverage Industry.

Cafe EXPRESS Platinum Discounts!

Café EXPRESS™ just got better!

Green Mountain Coffee® just introduced an advance level to the Café EXPRESS™ program called Cafe EXPRESS PLATINUM!

After you place your tenth order with Green Mountain Coffee, as a Café EXPRESS member, you will automatically start receiving greater discounts on your coffee – every time you order.

With Platinum you will receive - $2.50 off every box of K-Cups® and $1.25 off every bag of coffee.

Not yet a member of the Green Mountain Coffee ‘Automatic home delivery’ program then sign up today and start saving:

(1 – 10 orders) $2.00 off every box and $1.00 off every bag
(11+ orders) $2.50 off every box and $1.25 off every bag
Free Standard Shipping when you purchase 4 or more boxes of K-Cups
10% off on all non-coffee items

K-Cups Coffee Discount From Green Mountain Coffee Club

Green Mountain Coffee Club Discount K Cups

Green Mountain Coffee Club Offers The Best Price For K-Cups Plus Free Shipping And An Offer For 48 Free K-Cups!

You Choose Which Coffees, How Much & How Often For Your Green Mountain Coffee Delivery.

Café EXPRESS is Green Mountain Coffee's automatic delivery gourmet coffee club that rewards you with discounts, free gifts, and special perks and privileges that only Café EXPRESS membership brings.

There's no cost to join, no fees, and you never get unwanted shipments that you didn't order.

Green Mountain Coffee Club Cafe Express Benefits:

+ SPECIAL MEMBER'S DISCOUNTS:
$2 off every box of K-Cups & 10% off all other items
+ FREE Coffee Club GIFTS:
Choose from 2 boxes of K-Cups, 3 bags of coffees, or other great gifts -- just
for signing up! You can look forward to more FREE gifts and coffee samples
throughout the year.
+ FLEXIBLE, AUTOMATIC DELIVERY:
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Green Mountain Coffee Completes Tully's Coffee Acquisition

WATERBURY, Vt. (AP) -- Green Mountain Coffee Roasters Inc. said Monday that it completed its acquisition of the Tully's Coffee brand and wholesale coffee business from Tully's Coffee Corp. for $40.3 million.

The deal, originally announced in September, was completed after receiving shareholder approval and satisfaction of closing conditions. It was financed through Green Mountain's existing $225 million senior revolving credit facility.

Company officials said the addition of the Seattle-based Tully's brand will expand Green Mountain's presence on the West Coast.

Tully's retail locations will continue to operate under license and supply agreements with Green Mountain. The retail and international business will remain an independent company.

Green Mountain said it still expects the deal to have an either neutral or slightly positive effect on its earnings for the first year, and then boost earnings after that.

Green Mountain Coffee Roasters Increasing Tully's Coffee Wholesale Business

Green Mountain looks for bigger space to roast coffee after Tully's deal Green Mountain Coffee Roasters is shopping for a bigger space for three roasting machines and about 85 employees who work at Tully's Coffee's wholesale business, which Green Mountain acquired Friday for $40.3 million.

By Melissa Allison

Seattle Times business reporter

Tully's founder and Chairman Tom O'Keefe speaks about how the company has sold its wholesale business to Green Mountain Coffee Roasters of Vermont.
Related

Archive | Tully's hopes to expand with licensed stores
Green Mountain Coffee Roasters is shopping for a bigger space for three roasting machines and about 85 employees who work at Tully's Coffee's wholesale business, which Green Mountain acquired Friday for $40.3 million.

The Vermont roaster wants to expand here and needs at least 120,000 square feet to roast Tully's, Green Mountain and Newman's Own brand coffees for distribution in the Western U.S., Green Mountain executives said at a press conference this morning.

The current Tully's building, which is more than a century old and sits next to I-5 south of downtown Seattle with a green neon "T" perched atop it, has about 80,000 square feet.

"It's a great, historic location. It's just not conducive to supporting the growth we need," Green Mountain CEO Larry Blanford said in an interview. He expects to complete the move by this fall.

Tully's remaining 45 employees will stay in the current building, overseeing its 165 retail stores and a fledgling international business, which in partnership with another company opened two stores in Singapore last year.

Tully's Chairman Tom O'Keefe reiterated the chain's plans to open 200 more shops in grocery stores and other locations during the next 12 to 18 months.

Green Mountain will begin roasting Tully's coffee at its two other facilities in Vermont and Tennessee, expanding the Seattle brand's reach east of its current distribution, which stops at grocery stores in Chicago.

The Vermont company, which unlike many roasters does not have its own chain of retail stores, also plans to expand distribution of the Green Mountain and Newman's Own coffee brands in the Western U.S.

It has a lighter roast profile than Tully's and currently distributes a co-branded Green Mountain/Newman's Own coffee to 650 McDonald's stores in the Northeast.

Green Mountain is looking at spaces between south Seattle and Olympia that would allow it to expand to 200,000 square feet over the next few years. It also expects to hire 40 to 80 more employees in that time, Chief Operating Officer Scott McCreary said during the press conference.

Green Mountain has been one of the best performing companies in the coffee industry and on Wall Street during the economic downturn. It had sales of $500 million last year, and its stock hit a new 52-week trading high of $50.49 last week.

O'Keefe said that Tully's has not decided how much of the $40.3 million it received from the sale will be distributed to shareholders. About $26 million went to repay Tully's debt, and another undisclosed amount will help rejuvenate and expand its retail business.

Keurig Discounts And Even Lower Prices Driving Keurig Sales

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The idea is that the consumer is able to make a single cup of coffee at a time cutting down on the waste of making a full pot of coffee when you don't have time to drink more than a cup.

When you consider how many of us drop by the local coffee shop just to pick up a cup of coffee to go, well, it seems that there is definitely a market for single cup coffee makers.

Here's how the Keurig single cup coffeemakers work. The individual servings of ground coffee are sealed immediately after grinding, theoretically preserving freshness (at least, compared to canned coffee).

There are a couple approaches to this: some companies use what look like round paper teabags, pods. Though the exact size of these pods vary, there is some interchangeability among these varieties.

The Keurig Single Cup Coffee Maker, however, is a patented proprietary system. The Keurig format, called a K-cup, looks like a larger version of creamer containers you get in restaurants. K-cups are only usable in a Keurig coffee maker.

Keurig does make what they call a My K-cup Filter that allows the consumer to use their own ground coffee which does make a very economical cup of coffee.

Once powered on, the Keurig brewer draws a quantity of water into a heating chamber. You lift a handle, pop the K-cup into the recepticle and close it. When the LCD display tells you that the water is hot and ready to brew, the cup size buttons flash.

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The Keurig coffee maker definitely has a market in our busy, coffee loving society.

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Green Mountain Coffee And Keurig Brewers Perfect For Today's Economy

Vermont Coffee Company's Keurig Machine Heats Up The Single-serve Market

Originally Submitted By Katy Marquardt
November 7, 2008

Although its headquarters today include a vast, 90,000-square-foot roasting and distribution facility, the feel is somehow homey. Employees, typically with coffee in hand, seem relaxed and engrossed in their work (perhaps the on-site meditation room has something to do with it). "It's a very strong culture, but now with the dominance of Keurig Brewers, there appears to be a constant push and pull," Cox says. "It's a little bit of an identity issue: 'Who are we? Are we a coffee company, are we a beverage company, or are we going to be a consumer product company?' "

Growth. Unquestionably, Keurig, in which Green Mountain Coffee first invested in 1996 when it was a start-up and which it acquired 10 years later, has been the engine behind the company's rapid growth over the past two years. But Green Mountain's aggressive strategy of pushing its coffee through multiple channels—grocers, convenience stores, gourmet markets, restaurants, and direct mail—got the ball rolling. Since 1993, the company's annual sales have nearly tripled, from $117 million to $342 million last year. Although Green Mountain is best known in the Northeast—and "most would argue that it's still an East Coast brand," according to Piper Jaffray analyst Nicole Miller Reagan—its pending acquisition of West Coast coffee wholesaler Tully's and a new manufacturing facility in Knoxville, Tenn., are helping it establish a nationwide presence.

The Keurig machine handily fits the razor-razor blade model, since most of its K-Cup cartridges are filled with Green Mountain coffee and sold separately. Perhaps not coincidentally, the company recently tapped Michelle Stacy, a former senior executive at Procter & Gamble and Gillette, to take over as president of the Keurig unit. "That recurring revenue stream produces exactly the kind of high-multiple revenues and long-term growth rate we look for," says Jack Robinson, comanager of the Winslow Green Growth fund, a longtime investor in the company. Green Mountain's sales have been growing at an average of 20 percent annually over the past five years, and the company is projecting another 44 to 46 percent jump in its fiscal 2008 year, along with an earnings increase of 52 to 56 percent (full-year earnings are to be posted November 12).

Challenges. Like most stocks, Green Mountain's has taken a big hit over the past year, dropping from $40 to as low as $25. But the stock is in much better shape than that of Starbucks and its rival Peet's Coffee & Tea. Then again, Green Mountain plays in a slightly different ballpark. "They're not burdened with the financial aspects of having a lot of real estate or operating in a saturated market," Robinson says. "Not to mention the fact that it costs a minimum of $1.60 for a small cup at Starbucks, while a K-Cup costs a third of that."

On the home-brewing front, Green Mountain's goal is to claim a chunk of the 20 million coffee brewers sold each year and tackle the lofty feat of converting half of the 90 million American homes with coffee brewers to the Keurig. Blanford, who became CEO in 2007, also hopes to replace traditional coffee pots in offices and tackle upscale hotels. So far, of the 12 percent of single-cup brewers in offices today, Keurig accounts for half, according to the company.

Even in this weak retail environment, the machine's cost hasn't hurt Keurig sales so far. But whether consumers will continue to fork over between $80 for a mini version and $300 for the sleekest brewer remains to be seen. Over the past year, commercial sales have doubled and home sales are up more than 50 percent. Thanks to those brisk increases, Blanford says Green Mountain is in a much stronger position today than in the last economic downturn. "At this stage in our growth, we're not fundamentally concerned," he says. "Certainly, we're watching, but the reality is that even in tough economies, people need their coffee, and it's going to be one of the last things that they compromise on."

Tullys Announces Sale To Green Mountain Coffee Roasters

Tully's Shareholders Continue to Own the Domestic Retail Business
and International Retail and Wholesale Business Units

SEATTLE--(Business Wire)--
Tully's Coffee Corporation ("Tully's") announced today that it has
reached an agreement to sell the Tully's brand, wholesale and supply
chain business to Green Mountain Coffee Roasters (NASDAQ:GMCR) for a
cash purchase price of $40.3 million, subject to closing adjustments.
The sale is conditioned on approval by Tully's shareholders and is
expected to close before calendar year end.

Under the sale agreement, Tully's shareholders and executive
management team will continue to own and operate the company's
domestic retail business (company owned, franchised and licensed
retail store locations) and international retail and wholesale
businesses.

"I have great respect for Green Mountain and their commitment to
produce a quality product coupled with their concern and care for all
their employees. They are a wonderful company that understands and
respects the strength of the Tully's brand, products and existing
customer base. They will be excellent stewards of all three," said Tom
T. O'Keefe, founder and chairman of the board of Tully's.

"Most importantly, we believe this is an excellent opportunity for
our shareholders to receive great value for the Tully's wholesale
business and brand assets. We also believe the remaining retail and
international assets will return additional value to our
shareholders," continued O'Keefe. "The sale also allows us to
immediately strengthen our balance sheet by reducing outstanding
debt."

D.A. Davidson & Co. served as the exclusive financial advisor to
Tully's in this transaction. On Feb. 4, 2008, Tully's announced that
it had engaged investment banking firm D.A. Davidson & Co. to assist
the Company in evaluating strategic alternatives to enhance company
and shareholder value. The range of alternatives included a debt or
equity capital raise to grow the business or other M&A opportunities.
This transaction is a result of these efforts.

Tully's wholesale division distributes handcrafted coffees and
related products via office coffee services, food service distributors
and more than 5,000 supermarkets primarily located in the Western
states. The agreement between the two companies leverages an existing
relationship through Green Mountain's ownership of Keurig(R)
Single-Cup Brewing system. Tully's produces a branded, successful line
of K-Cup portion packs and has been a Keurig licensee since November
2005.

"Green Mountain is delighted to be adding an outstanding specialty
coffee brand such as Tully's to our coffee roasting family," said
Lawrence Blanford, president and CEO of Green Mountain. "Tully's will
provide GMCR with a complementary West Coast brand and business
infrastructure, furthering our plans to establish the Company, and its
proprietary Keurig(R) Single-Cup Brewing system, throughout North
America."

Blanford continued, "Tully's wholesale sales over the past 12
months ended June 30, 2008 of $30.4 million are up approximately 35
percent driven by growing supermarket distribution to 5,000 doors in
20 states, primarily in the western part of the nation, and K-Cup(R)
portion pack sales."

Following the completion of this transaction, Green Mountain
expects to integrate approximately 70 employees from Tully's wholesale
and supply chain business into its Green Mountain Coffee segment,
along with leasing the existing manufacturing and distribution center
in Seattle. All other employees at Tully's Seattle Headquarters will
continue to run the domestic retail business and the existing
international partnerships.

About Tully's Coffee Corporation

Tully's Coffee Corporation is a fully handcrafted coffee roaster
and a leading specialty coffee retailer and wholesaler. Through
company-operated and franchised specialty retail stores in Washington,
Oregon, California, Idaho, Arizona, Montana and Utah, throughout Asia
with the Tully's Coffee International joint venture and its global
alliance partner, Tully's Coffee Japan, in Japan, Tully's premium
coffees are available at more than 500 branded retail locations.
Tully's wholesale division also distributes handcrafted coffees and
related products via office coffee services, food service
distributors, and thousands of leading supermarkets in the United
States. Tully's corporate headquarters and roasting plant are located
at 3100 Airport Way S. in Seattle, Wash. For more information: (800)
96-Tully or www.tullys.com.

About Green Mountain Coffee Roasters, Inc.

Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR) is recognized
as a leader in the specialty coffee industry for its award-winning
coffees, innovative brewing technology and socially responsible
business practices. GMCR manages its operations through two wholly
owned business segments: Green Mountain Coffee and Keurig. Its Green
Mountain Coffee division sells more than 100 high-quality coffee
selections, including Fair Trade Certified(TM) organic coffees, under
the Green Mountain Coffee(R) and Newman's Own(R) Organics brands
through its wholesale, direct mail and e-commerce operations
(www.GreenMountainCoffee.com). Green Mountain Coffee also produces its
coffee as well as hot cocoa and tea in K-Cup(R) portion packs for
Keurig(R) Single-Cup Brewers. Keurig, Incorporated is a pioneer and
leading manufacturer of gourmet single-cup coffee brewing systems for
offices, homes and hotel rooms. Keurig markets its patented brewers
and K-Cups(R) through office distributors, retail and direct channels
(www.Keurig.com). K-Cups are produced by a variety of licensed
roasters including Green Mountain Coffee and Tully's. Green Mountain
Coffee Roasters, Inc. has been recognized repeatedly by CRO Magazine,
Forbes and SustainableBusiness.com as a good corporate citizen and an
innovative, high-growth company.

About D.A. Davidson & Co.

D.A. Davidson & Co. is a full service investment firm with
operations throughout the U.S. Founded in 1935, the firm has over $24
billion in client assets under management, approximately 1,000
professionals, and 54 offices in 16 states. As a full-service
investment firm, D.A. Davidson provides investment banking services,
research, bond sales and trading, stock sales and trading, and private
brokerage services. D.A. Davidson's Investment Banking Group advises
companies on mergers and acquisitions, underwrites public offerings,
and serves as a placement agent for private placements.

Additional Information

The proposed asset sale will be submitted to Tully's shareholders
for consideration and approval. Tully's will file a proxy statement
with the Securities and Exchange Commission ("SEC") regarding the
proposed transaction.

TULLY'S SHAREHOLDERS ARE URGED TO READ THE PROXY STATEMENT AND THE
OTHER RELEVANT DOCUMENTS FILED WITH THE SEC WHEN THEY BECOME AVAILABLE
BECAUSE THEY WILL CONTAIN IMPORTANT INFORMATION ABOUT TULLY'S AND THE
TRANSACTION.

Tully's shareholders may obtain free copies of the proxy statement
(when it becomes available) and other relevant documents filed with
the SEC by Tully's at the SEC's web site at http://www.sec.gov. Free
copies of the proxy statement, when available, and other filings made
by Tully's with the SEC also may be obtained from the Investor
Relations section of Tully's web site (www.Tullys.com) or by directing
a request to Tully's, Attn: Investor Relations, at 3100 Airport Way
South, Seattle, Washington 98134.

Tully's and its directors, officers, and employees may be deemed
to be participants in the solicitation of proxies from the
shareholders of Tully's in favor of the transaction described in the
press release. Information concerning the interests of Tully's
participants in the solicitation, which may be different than those of
the shareholders of Tully's generally, will be described in the proxy
statement.

Forward-Looking Statements

This press release contains forward-looking statements that
involve risks and uncertainties concerning the proposed transaction
contemplated under the agreement with Green Mountain Coffee Roasters,
Inc. Actual results may differ materially from the results predicted.
We believe that these potential risks and uncertainties include,
without limitation, the possibility that the transaction may not
ultimately close for any of a number of reasons, such as Tully's not
obtaining shareholder approval; the business opportunities that
Tully's may forego while the transaction is pending; and the
possibility that prior to the closing of the transactions, Tully's
business may suffer due to uncertainty. Statements in this release
should be evaluated in light of these important factors. More
information about these and other important factors that could affect
our business and financial results is included in our Quarterly Report
on Form 10-Q for the quarterly period ended Dec. 30, 2007, including
(without limitation) under the captions, "Risk Factors" and
"Management's Discussion and Analysis of Financial Condition and
Results of Operations," which is on file with the Securities and
Exchange Commission.

The Fearey Group for Tully's
Roger van Oosten, 206-459-0954
rvanoosten@feareygroup.com

Copyright Business Wire 2008