This excerpt taken from the GMCR 10-K filed Dec 13, 2007.
Because the Companys business is focused almost entirely on the sale of specialty coffee, if the demand for specialty coffee decreased, our Companys business could suffer.
Demand for specialty coffee is affected by many factors, including:
Because the Company is highly dependent on consumer demand for specialty coffee, a shift in consumer preferences away from specialty coffee would harm our business more than if we had more diversified product offerings. If customer demand for specialty coffee decreases, our sales would decrease accordingly.