Great Coffee, Good Vibes, Pass It On: Green Mountain Coffee Rocks Fair Trade Month with Musicians Grace Potter and Michael

  Great Coffee, Good Vibes, Pass It On: Green Mountain Coffee Rocks Fair Trade
  Month with Musicians Grace Potter and Michael Franti

Live Facebook Concerts and Consumer Sweepstakes Raise the Volume on Fair Trade

Business Wire

WATERBURY, Vt. -- October 01, 2012

October is Fair Trade Month and for more than a decade, Green Mountain
Coffee^® has been a leader in the fair trade movement, providing a better cup
of coffee to consumers and a better quality of life for coffee farmers. Still,
only one in three^1 consumers are aware of what fair trade is all about – that
a simple purchasing decision can help improve the lives of people around the
world. Green Mountain Coffee and acclaimed musicians Grace Potter and Michael
Franti are celebrating Fair Trade Month in a big way with “Great Coffee, Good
Vibes, Pass It On” – an awareness campaign that will celebrate the good vibes
of fair trade through free concerts and an opportunity to win a trip to Costa
Rica, one of many locations where Green Mountain Coffee Fair Trade Certified™
coffee is grown.

As part of the campaign, Green Mountain Coffee took Grace Potter to Colombia
and Michael Franti to Sumatra to experience firsthand why fair trade means
better coffee for you and a better life for farmers.

“During my trip to Colombia, I didn’t just meet the coffee farmers, I met
their children and their families,” said Potter, musician and spokesperson for
Green Mountain Coffee. “Fair trade has truly brought a better quality of life
to farming communities, from access to education to community development, and
meeting with these people really opened my eyes to the impact fair trade has
had on their lives.”

Exclusive Fair Trade Performances

To celebrate Fair Trade Month, both Potter and Franti will give exclusive
performances streamed live on the Green Mountain Coffee^® Facebook page. Fans
are invited to RSVP for the events at and
experience the good vibes firsthand:

  *Oct. 9 at 9 p.m. EST/6 p.m. PST — Grace Potter will perform live from
    famed music venue Joe’s Pub in New York City. Potter’s set will feature
    unique acoustic versions of songs from her new album, The Lion The Beast
    The Beat.
  *Oct. 24 at 11 p.m. EST/8 p.m. PST — Michael Franti will rev up Los Angeles
    from the first-ever Great Coffee, Good Vibes Lounge, brought to you by
    Green Mountain Coffee. Fans will be able to visit 7111 Melrose Avenue on
    October 24 and enjoy a free cup of Green Mountain Coffee Fair Trade
    Certified™ coffee.

“The farmers I met in Sumatra deepened my passion for fair trade and the
incredible impact it can have on their quality of life,” says Michael Franti,
musician and spokesperson for Green Mountain Coffee. “I’m hoping to inspire
people everywhere to think about the difference they can make just by choosing
to purchase fair trade products.”

Straight To The Source

People can view photos and videos from Potter and Franti’s trips to Colombia
and Sumatra, including exclusive music performances, by logging on to
Facebook. After watching these videos, people will have the chance to receive
samples or coupons and enter for a chance to win a trip for two to Costa Rica.
The six-night trip will include round trip airfare, a whitewater rafting tour,
a canopy tour, a Mangrove boat tour, and additional opportunities to
experience one of the countries where Green Mountain Coffee® Fair Trade
Certified™ coffee is sourced.

“‘Great Coffee, Good Vibes, Pass It On’ is about using the power of music to
share the message of fair trade,” said T.J. Whalen, Vice President of
Marketing and Sales, Specialty Coffee business unit of Green Mountain Coffee
Roasters, Inc. (GMCR). “It’s a simple choice that makes a big difference in
coffee communities around the world, and we want to inspire people to
experience the quality of fair trade coffee, feel good about helping others
and pass it on.”

The Green Mountain Coffee^® Fair Trade Heritage

GMCR, parent company of the Green Mountain Coffee^® brand, became one of the
first roasters in the United States to offer Fair Trade Certified™ coffees, in
2000. Recently, the company was confirmed for the second year in a row as the
world’s largest purchaser of Fair Trade Certified™ coffee, among all coffee
roasters, by Fair Trade USA for 2011.

Green Mountain Coffee Fair Trade Certified™ coffee is available through
specialty and mass retailers, grocery, club and convenience stores, offices,
quick-serve restaurants and online. The Green Mountain Coffee brand offers one
of the largest selections of Fair Trade Certified™ coffees in the United

Learn more about the benefits of fair trade, RSVP for the live streaming
concerts and enter the Great Coffee, Good Vibes sweepstakes on the Green
Mountain Coffee brand’s Facebook page. For more information about Fair Trade
Certified™ Green Mountain Coffee varieties, visit

About Green Mountain Coffee Roasters, Inc.

As a leader in specialty coffee and coffee makers, Green Mountain Coffee
Roasters, Inc. (GMCR) (NASDAQ: GMCR) is recognized for its award-winning
coffees, innovative brewing technology, and socially responsible business
practices. GMCR supports local and global communities by offsetting 100
percent of its direct greenhouse gas emissions, investing in sustainably-grown
coffee, and allocating a portion of its profits to socially and
environmentally responsible initiatives.

GMCR routinely posts information that may be of importance to investors in the
Investor Relations section of its website, including news releases and its
complete financial statements, as filed with the SEC. The Company encourages
investors to consult this section of its website regularly for important
information and news. Additionally, by subscribing to the Company's automatic
email news release delivery, individuals can receive news directly from GMCR
as it is released.

^1 2011 Globescan Study


Cone Communications, for Green Mountain Coffee^®
Jenna Walsh, 617-939-8316
Green Mountain Coffee Roasters, Inc.
Amy Doyle, 802-882-2295
Specialty Coffee Business Unit
PFA Media, for Michael Franti
Jamie Simone, 212-334-6116
Hollywood Records, for Grace Potter and the Nocturnals
Sharrin Summers, 818-560-5787
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