WATERBURY, VT: In an effort to increase its Fair Trade Certified offerings, Green Mountain Coffee Roasters is re-introducing, via PR, its signature blend and Vermont Country Blend with new Fair Trade beans and certification.
Fair Trade indicates a price premium over “conventional” coffee, so with the “trade-out” of these additional blends, the team must first create consumer demand by communicating its benefits, explained Sandy Yusen, director of PR for Green Mountain's Specialty Coffee Business Unit.
“We'd like to increase consumer awareness of the benefits ...