Green Mountain Coffee Roasters, Inc

We create the ultimate coffee experience in every life we touch from tree to cup – transforming the way the world understands business.

Monday 1 June 2009, by Daniel Segura Moreno, Julius Graf Von Hardenberg, Marcel Valerio, Tomasso Tomba

2 inspired

a) The main facts about the activities of the company.

Green Mountain Coffee Roasters is recognized as a leader in the specialty coffee industry for its award-winning coffees, innovative brewing technology and socially and environmentally responsible business practices. GMCR manages its operations through two wholly owned business segments: Green Mountain Coffee and Keurig. Its Green Mountain Coffee division sells more than 100 high-quality coffee selections, including organic coffees, under the Green Mountain Coffee and Newman’s Own Organics brands through its wholesale, direct mail and e-commerce operations. Green Mountain Coffee also produces its coffee as well as hot cocoa and tea. Keurig, Incorporated is a pioneer and leading manufacturer of gourmet single-cup coffee brewing systems for offices, homes and hotel rooms. Keurig markets its patented brewers and K-Cup portion packs through office distributors, retail and direct channels. K-Cup portion packs are produced by a variety of licensed roasters including Green Mountain Coffee. Green Mountain Coffee Roasters, Inc. has been recognized repeatedly by CRO Magazine, Forbes and as a good corporate citizen and an innovative, high-growth company.

b) The ethical challenges this company is addressing.

Promoting sustainable coffe:

• GMCR promote Fair Trade Certified coffees, which represents 27% of coffe pounds shipped.
• GMCR promote certified organic coffees which represents 20% of coffe pounds shipped.

Working in hungry and poverty:

• They allocate 5% of their pre-tax earnings to social and environmental causes.
• They are making a pilot project to reduce poverty and hungry in their supply chain.
• The company has created a fund to help coffe-growing communities recover from natural disasters.

Energy and waste reduction:

• GMCR has reduced their GHG footprint through the installation of a biodiesel fueling station at their distribution center.
• They have reduced their energy usage by 5%.
• The waste has been reduced 10%.
• They have introduced new packaging that is made by renewable materials.

Creating a great place to work:

• Injury reduced by 10%.
• Medical and social benefits for the employees.

c) What makes you believe this company is really ethical and why you trust it.

This company is not making social responsibily actions for compensating their usual business activity, which could have a negative impact in the environtment. What this company is really doing is having their entire company based on a social responsibly policy. A very important percentatge of their sales comes from their sustainable coffes. Despite being such a responsibly company, they work hard every year for achieving their goals in terms of improving the environment they are working in.

d) The possible challenges facing the company in the future and how you think this company may improve.

The company and their challenges in the future are based on developing more deeply the development programs for their coffee-growing communities, which are helping a lot of people in in-development countries.
Another important goal is increasing their source of sustainable coffees and the sales-percentage of this kind of coffe.
In the next years they have planned to develop a system for improving theyr social responsibility metrics for knowing better the impact of their actions in the society.
In terms of environmental policies, the company has the intention of reducing every year the energy use and the total amount of waste.


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1 Discussion / 1 Message

  • Green Mountain Coffee Roasters, Inc 13 May 2013 at 11:55 , by Diana

    As the Gallery’s description mentions, this company is not using Social Responsibility as a mean to achieve their goal, but rather is orientating the business towards the community. Their lemma is “Brewing a Better World Together” and it reflects the synergy they are aiming to create. They recognize the success of the company as a result of commitment to the community. The gallery also included a comment of future plans of the company to measure the impact of actions on society. As a follow-up the company designed a matrix identifying actions that were on their interest: employee engagement and other that were on the society’s interest like: biodiversity and soil health. They designed a strategy that will be comprehensive and will aim to address as much of this concerns as possible. They are targeting three action courses: a resilient supply chain, sustainable products and thriving people and communities. The first one reveals an innovative profile ready to adapt to new challenges and to adopt new technologies that will allow to be more environmentally friendly. The second one refers to the product itself and the commitment to make the product good for the environment. The last one has been the prevailing strategy: “transforming the way the world understand business”. The 32 years of this company with a consistent community oriented strategy reveals the success of business models that are committed to a mission and that are connected to the people.

Location: Waitsfield (United States of America, Vermont)

Sector: coffee

Official website:

Key figures:

Net sales: $500,000*
Gross profit: $176,000*
Net income: $22,229*

* (in $ thousands)

Employees: 1,152 full-time employees and 68 part-time employees.

Market: US

Nbr. visits: 1912

Nbr. inspires: 2