Green Mountain, Kelly Clarkson Team Up for Fair Trade Awareness
This October, Green Mountain Coffee will team up with Grammy-winner Kelly Clarkson to celebrate Fair Trade Month through “Great Coffee, Good Vibes, Choose Fair Trade,” an integrated awareness campaign designed to educate and inspire people to purchase Fair Trade Certified products.
As part of the campaign, Clarkson visited a coffee farm in Peru -- one of the countries where Green Mountain Coffee Roasters Inc. (GMCR) purchases Fair Trade Certified coffee -- to experience firsthand the positive impact Fair Trade can have on coffee-farming communities.
“Visiting the coffee farms and meeting farmers and their families was an incredible, eye-opening experience,” said Clarkson. “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 by way of ChooseFairTrade.com, Facebook, retail activations and digital advertising, among other platforms. The campaign also will include an exclusive, live Clarkson concert webcast on Facebook on Oct. 10. Fans will be offered the chance to win a trip to New York to attend Clarkson’s concert live via Green Mountain’s Facebook page.
“Green Mountain Coffee is thrilled to launch ‘Great Coffee, Good Vibes, Choose Fair Trade’ with Kelly,” said Susan Cote, senior director, Specialty Coffee Category for GMCR. “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.”
The Waterbury, Vt.-based Green Mountain Coffee brand offers one of the largest selections of Fair Trade Certified coffees in the country. GMCR was recently acknowledged as the largest purchaser of Fair Trade Certified coffee in the world for 2012 by Fair Trade USA for the third consecutive year.