What Type Of Coffee Is The Green Mountain Coffee?
The Green Mountain Coffee is not a type of coffee; rather it is the name of a large and highly committed non-profit organization that actively promotes the organic growing of coffee in order to preserve the rapidly deteriorating environment. Founded about two decades ago, in 1981 the Green Mountain Coffee Roasters or GMRC as it is better known is headquartered at Vermont. The organization purchases, roasts organic coffee beans, packages and sells it. It does such as good job that it has won accolades from the famous Forbes Magazine that listed it among the '200 Best Small Companies in America'.
The Role Of The Green Mountain Coffee Roasters
Recently the GMRC has joined hands with another like minded non-profit institution, the TransFair which is a certifier of Fair Trade products. Certification would mean that the farmer gets the best deal possible though fair price as well as many other facilities such as timely credit for sowing the crop on time, direct trade eliminating the middle man and hence reducing the scope of abuse and financial exploitation and supporting the eco-system through the active promotion of sustainable and organic style of farming.
As a result of the role the Green Mountain Coffee Roasters played here, today the organic coffee farmers are getting about six times more the price they would have got had they used any other channel. Such is the trust of the customers on every product endorsed by Green Mountain Coffee Roasters that in the first year itself the sales of the coffee exceeded 900 thousand pounds which is huge by any standards.
The main role of GMRC is to work as a facilitator and catalyst for economic empowerment of the farmers who not only get better returns from their crop, but also gives them ready access to credit when they want it, as well as free advertising, marketing and selling.
The Success Story Of The Green Mountain Coffee Roasters
The GMRC has grown into a mammoth from a seedling by sheer hard work and commitment to a better life for the farmer and environment friendly techniques. Its single minded drive has resulted in earning many awards that easily reflect it success. The GMRC has been ranked number one in 2006and 2007 as 'The Best Corporate Citizens'.
The latest acquisition is Keurig Inc which was previously manufacturing single cup coffee pots called K-Cups. The coffee sold under this brand already exceeded the expectations of both GMRC and the customers.
