Two New Certified Organic Fair Trade Coffees Launched to Celebrate Partnership
Green Mountain Coffee Roasters, Inc. and the National Wildlife
Federation® today launched a joint effort to promote the benefits of
shade-grown certified organic Fair Trade coffee to U.S. consumers.
This partnership, announced to coincide with International Migratory
Bird Day (May 10), will draw attention to the important link between
shaded coffee habitat and the health and welfare of migratory birds of
the Americas.
To inaugurate this effort, Green Mountain Coffee Roasters® and
the National Wildlife Federation have unveiled two co-branded
shade-grown certified organic Fair Trade coffees that will be marketed
by both organizations: Cafe Verde
TM and Cafe Verde
TM Decaf SWISS
WATER® Process. These coffees are available at www.nwf.org/coffee,
www.GreenMountainCoffee.com, and in the Green Mountain Coffee Roasters
catalog.
Most certified organic coffees are grown under canopies of native
trees that provide vital habitat for migratory birds and other
wildlife. The small-scale farmers who produce our coffees in Mexico
and Peru are excellent stewards of the land, and use organic
techniques that have been passed from generation to generation to care
for these heirloom varieties of coffee. Studies have shown that
biodiversity thrives in this shaded environment.
Recently, newer, heavier yielding coffee plants have been
introduced in many areas that require full sun and significant amounts
of agrochemicals. Unfortunately, the planting of full sun varieties
usually requires the removal of shade trees, which has dramatically
reduced habitat for birds and other wildlife. According to researchers
from the Smithsonian Migratory Bird Program, studies in Colombia and
Mexico found 94-97% fewer bird species in sun grown coffee than in
shade grown coffee.
With today's introduction of Cafe Verde
TM and Cafe Verde
TM
Decaf, the National Wildlife Federation and Green Mountain Coffee
Roasters are joining forces to call attention to both environmental
issues and the economic crisis that millions of small-scale coffee
farmers are facing. Coffee prices are at historically low levels,
below most farmers' costs of production. When adjusted for inflation,
many farmers are receiving less than their ancestors did 100 years
ago. Members of Fair Trade cooperatives, who are encouraged to use
sustainable farming practices, receive a fair price for their coffee.
This enables these farmers to reinvest in the quality of their coffee
and in the quality of life in their communities.
"We are very pleased to partner with Green Mountain Coffee
Roasters in conveying the importance of shade-grown certified organic
Fair Trade coffee to coffee lovers," said Jamie Clark, Senior Vice
President of Conservation Programs at National Wildlife Federation.
"When consumers choose Cafe Verde
TM or Cafe Verde
TM Decaf to brew
at home, they are voting with their dollars to protect vital habitat
for migratory birds and other wildlife in shaded coffee producing
regions of Mexico and Peru. In addition, they are voting for Fair
Trade - ensuring that small-scale farmers receive a fair price for
their coffee."
Lindsey Bolger, Coffee Manager for Green Mountain Coffee Roasters
said, "We are excited by the quality of the coffees we are using to
prepare Cafe Verde and Cafe Verde Decaf. Both of these coffees are
smooth, sweet, and engaging. It's wonderful to be able to offer such
truly fine-tasting shade-grown certified organic Fair Trade coffees
that will help Green Mountain Coffee and the National Wildlife
Federation spread the word about the benefits of shaded organic coffee
production and Fair Trade."
The nation's largest member-supported conservation education and
advocacy group, the National Wildlife Federation unites people from
all walks of life to protect nature, wildlife and the world we all
share. The Federation has educated and inspired families to uphold
America's conservation tradition since 1936.
Green Mountain Coffee Roasters, Inc. is a leader in the specialty
coffee industry and has been recognized by Forbes Magazine for the
past three years as one of the "200 Best Small Companies in America."
The Company's social responsibility initiatives have been recognized
by Business Ethics magazine which ranked Green Mountain Coffee
Roasters 8th overall on its 2003 list of "100 Best Corporate
Citizens." The Company roasts high-quality arabica coffees and offers
over 90 coffee selections including single-origin, estate, certified
organic, Fair Trade, signature blends, and flavored coffees that it
sells under the Green Mountain Coffee Roasters® and Newman's Own®
Organics brands.
The majority of Green Mountain Coffee's revenue is derived from
its wholesale operation that serves supermarkets, convenience stores,
offices, and other locations where fine coffees are sold. Green
Mountain Coffee seeks to make the world a better place for present and
future generations by operating in an environmentally and socially
conscientious manner. The Company contributes at least five percent of
its pre-tax profit annually to support socially responsible
initiatives, many of which it has supported for over 10 years.
