High awareness leads to trial and loyalty

Research confirms what we’ve known for a long time: once people enjoy our coffee by the cup, they often come back to buy it by the pound.

For four straight years our sales have grown fastest outside our core geographic market, showing our brand is rapidly gaining national acceptance. More than three million cups of Green Mountain Coffee are enjoyed across the country every day!

Award-winning quality

Consumers consistently associate our brand with high quality, great taste, and coffee expertise. Our coffee buying team is led by Lindsey Bolger, a world-renowned coffee taster and member of the Cup of Excellence; international jury. She’s been named “One of the 25 Individuals Who Shaped the Specialty Coffee Industry” by Gourmet Retailer.

A Brand Consumers Love

In addition to great coffee, we offer a compelling brand message that connects with consumer values.

What the Research Shows

We conducted extensive research to help us understand our consumers better. We learned that consumers associate our coffee with pleasant aroma, taste, quality, and freshness.

We are also seen as a company that is environmentally responsible, gives back to the local community, and treats coffee growers fairly.

These key factors differentiate us (and by extension, our customers) from other coffee companies.

Awards and Recognition

• Jane Goodall Institute Global Leadership Award for Excellence in Corporate Social Responsibility, 2008
• Forbes.com 100 Most Trustworthy Companies, 2009
• CRO Magazine's 2009 Responsible CEO of the Year, 2009, Mid-Cap Category
• Top 100 list, Excellence in Corporate Integrity, Audit Integrity, 2009
• CSR Index 50 list, Boston College Center for Corporate Citizenship and Reputation Institute, 2009

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