Press Releases

5/7/03

National Wildlife Federation Partners with Green Mountain Coffee to Support Biodiversity and Fair Trade

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™ and Cafe Verde™ 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™ and Cafe Verde™ 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™ or Cafe Verde™ 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.

Contact:
Green Mountain Coffee Roasters, Inc.
Rick Peyser, 1-866-881-7475