Green Mountain Coffee to celebrate Fair Trade Month
Company partners with music artist Kelly Clarkson for special promotion, concert
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.