This excerpt taken from the GMCR 10-K filed Dec 11, 2008.
The Company offers high-quality Arabica coffees including
GMC has an exclusive
We are a leader in selling patented and proprietary single-cup coffee and tea brewing systems under the Keurig brand name to
This excerpt taken from the GMCR 10-K filed Dec 14, 2006.
GMCR roasts high-quality Arabica coffees including single-origins, estates, certified organics, Fair Trade Certified, proprietary blends, and flavored coffees sold under the Green Mountain Coffee Roasters® and Newmans Own® Organics brands. We carefully select our coffee beans and then appropriately roast the coffees to maximize their taste and flavor differences.
Green Mountain coffee comes in a variety of packages including whole bean, fractional packages, and single-cup Keurig® K-Cup® portion packs.
We are a leader in selling patented and proprietary single cup coffee and tea brewing systems under the Keurig brand name to AFH and AH channels. These Keurig brewers consistently provide coffee drinkers with gourmet coffee and tea on demand, one cup at a time. Keurig offers a variety of brewers for the AFH channel that include a B2003 for larger offices, a B200 for medium sized offices and a B140 small office brewer. For the general AH channel, Keurig offers
a family of good-better-best brewers where the current models are a B40, B60 and B70. In addition, Keurig offers its model B50 brewer for the wholesale club AH channel.
GMCR enjoys an exclusive licensing agreement with Newmans Own® Organics. We produce a line of several co-branded Newmans Own® Organics coffees under the Newmans Own® Organics and Green Mountain Coffee Roasters® brand names. In fiscal 2006, the Newmans Own® Organics product line, combined with GMCRs own branded Fair Trade Certified coffee line, grew by 69%, and now represents a combined 28% of our total volume.
In fiscal 2006, our Seasonal Coffee Promotions again featured a number of unique Fair Trade Certified coffees, including Raspberry Rhapsody and Silver Celebration Blend, along with seasonal customer favorites such as Golden French Toast®, Island Coconut, Pumpkin Spice and Spicy Eggnog. Combined, these seasonal offerings equate to approximately 5% of our total annual volume.
We have recently expanded our single-cup coffee offerings to include a number of Partner K-Cups® for use with the Keurig® Single-Cup Brewing System. These new varieties allowed us to leverage existing branded relationships with Newmans Own Organics, Heifer International and National Wildlife Federation, with proprietary programs for both the Office Coffee Service and home markets. We also expanded and extended our relationship with Celestial Seasonings for single-cup brewing applications.
In the past year, we also expanded distribution of the flavored coffee varieties introduced in late fiscal 2005. Changes to the flavored coffee line include new product formulations for our Hazelnut and French Vanilla varieties, the introduction of Wild Mountain Blueberry as an ongoing offering, and a number of new flavor varieties with differentiated branding and merchandising. Additional new flavored coffee varieties included Mocha Nut Fudge, Caramel Vanilla Cream, Cinnamon Cream Swirl and Fair Trade Certified, organic Vanilla Cream.
Also in fiscal 2006, we launched a line of high-end, limited edition Special Reserve coffees. These extremely rare, exquisite coffees exemplify the Green Mountain experience, both in the quality of the coffee, and in the quality of our relationship with farmers. They are available approximately every other month through our website and sell for approximately $17.95 a bag. Nearly every Single Reserve coffee offered in 2006 sold out within days.