Beverage Industry

Green Mountain Coffee to celebrate Fair Trade Month

Company partners with music artist Kelly Clarkson for special promotion, concert

September 16, 2013

This October, Waterbury, Vt.-based Green Mountain Coffee Roasters Inc. (GMCR) will celebrate Fair Trade Month with its “Great Coffee, Good Vibes, Choose Fair Trade” integrated awareness campaign. In partnership with music artist Kelly Clarkson, the campaign aims to educate and encourage consumers to purchase Fair Trade Certified products.

As part of the campaign, Clarkson visited a coffee farm in Peru, from which GMCR purchases some of its Fair Trade Certified coffee, to experience firsthand the positive impact Fair Trade can have on coffee-farming communities, the company said. While there, she 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.

“Visiting the coffee farms and meeting farmers and their families was an incredible, eye-opening experience,” Clarkson said in a statement. “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!”

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. Fans also can view an exclusive look at her trip, including personal photos and videos of her time in the coffee-farming community, at choosefairtrade.com.

The campaign also will include an exclusive, live Clarkson concert webcast on Facebook at 8:30 p.m. Eastern Standard Time on Oct. 10 from New York. At the concert, Clarkson will share her experience in Peru to educate fans about the effects of Fair Trade and perform some of her most popular songs, including a song chosen by fans on the Green Mountain Coffee Facebook page.

GMCR also will give one fan a chance to visit the concert live. Fans can enter the contest on the GMCR Facebook page through Sept. 20 at 5:59 p.m. Eastern time for a chance to win a three-day, two-night trip for two to New York to attend the concert.

“Green Mountain Coffee is thrilled to launch ‘Great Coffee, Good Vibes, Choose Fair Trade’ with Kelly,” said Susan Cote, senior director of the specialty coffee category for GMCR, in a statement. “Through the universal language of music, the campaign will help people experience Fair Trade Certified coffee, feel good about helping others, and purchase Fair Trade products. Kelly got her chance at a career in music, and like us, she strongly believes coffee farmers deserve the same opportunity. She’s committed to sharing the importance of Fair Trade with her fans.”