Fair Trade Month Quiz:
Question 7: What percentage of GMCR’s coffee sales was Fair Trade in FY ’08?
Haven’t answered our Fair Trade Quiz question of the day, yet? Well, why not? The answer’s right there! If that isn’t enough for you, the first 100 participants* get a sample of Green Mountain Coffee’s Fair Trade Certified™ Organic House Blend and all answers get entered to the grand prize drawing of 12-months of Green Mountain Coffee Fair Trade Certified™ Coffees. Go here to enter: http://www.eatdrinkandbefair.com/quiz.php.
*Sorry, employees and their immediate family members of Green Mountain Coffee Roasters, Inc. are not eligible. But keep an eye out for our internal Fair Trade quiz.
We set and track our sustainable coffee goals in terms of Fair Trade Certified™ coffee sales because:
• We believe that Fair Trade Certified coffees, when combined with organic certification, deliver the best combination of social and environmental standards for coffee producers and verifiable clarity for consumers on the social and environmental consequences of the products they purchase;
• Our Fair Trade purchases are driven by our ability to sell Fair Trade coffees; and
• We want to maintain consistency in reporting cycles (sales are tracked and reported on a fiscal year basis while purchases may be made well in advance of scheduled usage).
We have taken action to build the market for Fair Trade since we started selling these coffees in 2000, by introducing new Fair Trade Certified products and converting existing products to Fair Trade, winning and converting customers with the Fair Trade story, supporting nonprofits working to build awareness around Fair Trade, and by focusing internal resources on developing the market for Fair Trade Certified coffees.
We’re still finalizing our numbers from our recently completed fiscal year 2009, but in fiscal 2008, we increased our sales of Fair Trade Certified and Fair Trade Certified organic coffees through our Green Mountain Coffee segment to represent over 28% of our total coffee pounds shipped.