Press Releases

Wild Oats Markets, Inc. and Green Mountain Coffee Roasters Launch Nation's Leading Organic Fair Trade Coffee Program in Wild Oats Stores

BOULDER, Colo., October 10, 2002 - Wild Oats Markets, Inc. (NASDAQ: OATS), a leading national natural and organic foods retailer, today announced it has formed a partnership with Green Mountain Coffee Roasters (NASDAQ: GMCR) to exclusively sell Green Mountain's double-certified organic and Fair Trade coffee in its 73 nationwide Wild Oats and Nature's stores' bulk coffee and foodservice departments. With a full line of coffee certified by TransFair USA, this partnership will make Wild Oats the nation's leading organic Fair Trade coffee retailer.

The new coffee program, which will be launched in all stores in November, will feature 22 different varieties of the highest quality organic Fair Trade coffee roasted by Green Mountain. Co-branded Wild Oats/Green Mountain Coffees will be the exclusive brands in the stores' bulk coffee departments, and the co-branded Wild Oats/Green Mountain packaged coffee will lead the stores' packaged coffee offering. Additionally, the Wild Oats fresh brewed coffee sold in the stores' Juice and Java bars will feature these high-quality coffees, which have been carefully taste-tested for their superb quality.

Prior to the launch of the new program, Wild Oats staff will receive training to learn how to make the best-tasting cup of coffee and to help educate customers about the benefits of double-certified organic and Fair Trade coffee. Prior to the November implementation, Green Mountain will install new bulk bin displays in stores that feature information to help consumers understand the importance of Fair Trade coffee and what it means to the coffee farmers.

"With a global coffee crisis upon us and coffee prices at 100-year lows, we believe that, as a food company, it is our responsibility to do our part to make a difference in coffee producing communities," said Perry Odak, President and CEO of Wild Oats Markets, Inc. "By helping to educate consumers about the extremely serious issues facing coffee growers, and by making a commitment to selling only organic Fair Trade coffee in our bulk and foodservice departments, we are not only bolstering the socioeconomic stature of these farmers, but we are helping to preserve the environment by supporting sustainable organic agricultural practices. We hope other companies will take our lead to create more demand for coffees that not only taste great, but are procured at a fair price."

When consumers see the Fair Trade Certified label, it provides assurance that the farmers received a fair minimum floor price for their harvest that covers the cost of sustainable production. The Fair Trade minimum price for organic coffee is $1.41 per pound, resulting in more income and improved health care, education and housing for coffee farming families. Additionally, the Fair Trade label means that farmers are given direct access to U.S. markets, which eliminates many intermediaries; that farmers are provided credit and signed contracts so they can plan for the long-term; and that the coffee was grown using eco-friendly techniques.

Despite a strong commitment to the Fair Trade philosophy, the double-certified Green Mountain Coffees that will be offered at Wild Oats will be priced consistently with current coffee offerings in the stores. In addition, a number of Green Mountain's Fair Trade coffees have been highly rated by independent third-party specialty coffee tasters. Therefore, consumers will be receiving the value-added benefits associated with organic and Fair Trade coffee, including exceptional quality, at the same price they are paying for a pound or cup of coffee in Wild Oats stores today.

"We are pleased to partner with Wild Oats as they become the nation's leading retailer of certified organic Fair Trade coffee," said Robert P. Stiller, Chairman, President and Chief Executive Officer of Green Mountain Coffee. "The breadth of their offering will give customers a full range of great-tasting coffee choices; and the double-certified standard will reassure customers that they are making a socially and environmentally responsible choice when they buy their Green Mountain coffees from Wild Oats. We look forward to a long partnership, and feel this program will benefit both coffee farmers and consumers as each organization makes it a priority to give back to the communities in which we operate."

Since 1999, 13 million pounds of Fair Trade coffee have been imported to the U.S., generating $10 million in extra income for small farmers. 550,000 families and their communities in 22 countries benefit from Fair Trade every day.

Paul Rice, President and Chief Executive Officer of TransFair USA, is pleased that Wild Oats is taking a strong leadership position in retailing Fair Trade Certified coffee. "Wild Oats' launch of Fair Trade Certified coffee emphasizes their commitment to provide and support socially responsible products," Rice said. "By choosing Fair Trade Certified coffee, Wild Oats consumers get a great tasting, high quality product, and the satisfaction that their purchase ensures a better life for the family farmers who grew it."

About Wild Oats Wild Oats Markets, Inc. is a nationwide chain of natural and organic food markets in the U.S. and Canada. With annual sales of nearly $900 million, the company currently operates 99 stores in 23 states and British Columbia. The company's natural food stores include Wild Oats Natural Marketplace, Henry's Marketplace, Nature's - a Wild Oats Market, Sun Harvest and Capers Community Markets. For more information, please visit the Company's website at www.wildoats.com .

About Green Mountain Coffee Roasters Green Mountain Coffee, Inc. (NASDAQ: GMCR), is a leader in the specialty coffee industry and has been recognized by Forbes Magazine for the past two years as one of the "200 Best Small Companies in America." The company roasts high-quality arabica coffees and offers over 75 coffee selections including single-origin, estate, certified organic, Fair Trade, signature blends, and flavored coffees that it sells under the Green Mountain Coffee Roasters¨ brand.

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 also operates a direct-mail business and an e-commerce website with secure online ordering for customers from its Waterbury, Vt. headquarters. 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.

About TransFair USA TransFair USA, a non-profit 501 (c) 3 organization, is the only Fair Trade certification organization in the U.S. Since it was founded in 1998, TransFair has certified more than 13 million pounds of Fair Trade coffee, and has generated more than $10 million in additional income for small coffee farmers. TransFair also certifies Fair Trade Chocolate and Tea. For downloadable images, visit http://www.transfairusa.org/content/news/nws_gallery.jsp.

Rick Peyser, Director of Public Relations
Green Mountain Coffee Roasters
33 Coffee Lane
Waterbury, VT
Phone: (866) 881-7475
FAX: (802) 244-6565

FOR MORE INFORMATION CONTACT:

Sonja Tuitele, Wild Oats: (720) 562-4984
Rick Peyser, Green Mountain: (866) 881-7475
Haven Bourque, TransFair USA: (510) 663-5260