Survey Shows Philadelphians Willing to Fight Like Rocky or Root for Eli Manning Before Giving Up Their Cup of Coffee

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Green Mountain Coffee Survey Gauges Philadelphians’ Coffee Habits and Fair-Trade Savvy

“The Fair Trade-Out Survey is a fun way to remind people that coffee is more than just a part of a daily routine,”

A survey conducted on behalf of Green Mountain Coffee® shows what many of us would already suspect: Philadelphia is a coffee-crazed town. In fact, according to Green Mountain Coffee’s Fair Trade-Out Survey, more than 1 in 3 Philadelphians confess that they need coffee every day, and on average drink more than 2.6 cups of coffee per day. Almost 1 in 4 (26%) drinks four or more cups daily.

But even with all the coffee drinking in Philly it seems very few in the city know much about the coffee in their cup, including how to make it, where it comes from, and perhaps most importantly, how their choice of coffee can make an impact on communities around the world. Conducted in celebration of Fair Trade Month in October, The Fair Trade-Out Survey explores Philadelphia’s relationship with coffee and aims to educate coffee drinkers on the benefits of trading out their coffee for Fair Trade Certified™ varieties. Fair Trade provides a fair, minimum price to coffee farmers for their beans, resulting in higher quality coffee, and a higher quality of life in coffee-farming communities.

What would Philadelphians Trade Out for Their Coffee?

When faced with the choice of losing their daily cup of coffee, Philadelphia-area coffee drinkers would trade out most anything to keep it, including their car (21%), mobile phone (46%), and their pet (34%). What else would Philadelphians trade out to keep their coffee?

  •     Almost as many Philadelphians would opt to wear an Eli Manning jersey to an Eagles home game (38%) as would go to the Mummer’s Day Parade in shorts and a tee (37%).
  •     Start blasting “Eye of the Tiger” because 27% of Philadelphia-area residents would “absolutely” sprint up the Philadelphia Art Museum steps like Rocky.
  •     And talk about patriotism, 45% of Philadelphians would dress up in period clothing and ring the Liberty Bell every hour for one day before giving up their coffee.
  •     Overall, Philadelphia-based men would go to greater lengths to keep their coffee:
  •     So much for man’s best friend! Nearly twice as many men (37%) as women (21%) would trade out their pet before giving up their coffee.
  •     Baby, You Can Drive My Car: More men (38%) than women (21%) would trade out their car to keep their coffee.
  •     What would women do?: The one thing women would do more than men when it comes to keeping their coffee is volunteer at a non-profit for a month, with almost 4 of 5 women (79%) willing to volunteer vs. 62% of men.

Free Green Mountain Coffee for Philadelphians for Fair Trade Month in October

The Fair Trade-Out Survey is part of a campaign to encourage Philadelphia-area residents to trade out their usual cup of coffee for Green Mountain Coffee’s Fair Trade Certified blends.

“The Fair Trade-Out Survey is a fun way to remind people that coffee is more than just a part of a daily routine,” said Sandy Yusen, Director of Public Relations, GMCR Specialty Coffee Business Unit. “The choices we make about what’s in our cup have the power to improve the lives of coffee farmers and their families all over the world.”

Green Mountain Coffee’s guerilla sampling teams will be distributing free Fair Trade coffee samples throughout the city October 19th and 20th. Coffee lovers can also get a free sample of Green Mountain Coffee while samples last by visiting http://www.facebook.com/greenmountaincoffee. Visitors to the page can RSVP for a live, guided online tasting taking place on October 26, 2010 at 4:00 p.m. ET.

The Fair Trade-Out Survey underscores the opportunity to promote better understanding of the benefits of Fair Trade. Currently, about only 1 in 7 (15%) Philadelphians regularly buy Fair Trade Certified products – that’s less than one-third of those who regularly buy local products (46%). The survey suggests that this may be due to lack of education on what Fair Trade means:

  •     More than 3 in 4 (76%) Philadelphians stated that they did not fully understand what Fair Trade means, and almost 2 in 5 (38%) admitted they had no idea. Even when given options, less than half (43%) could identify the definition of Fair Trade.
  •     However, after reading an explanation on the meaning of Fair Trade, 71% of Philadelphians were likely to purchase Fair Trade Certified products in the future.
  •     When it comes to paying a premium for Fair Trade products, 1 in 4 of those surveyed agreed that they would be willing to pay 5% to 10% more.

Philadelphia’s Coffee Culture

  •     There’s no such thing as an occasional coffee drinker: 75% of Philadelphia-area respondents drink coffee every day. Only 8% drink coffee less than 5 days per week.
  •     And when Philadelphians indulge, they really indulge: only about 1 in 5 respondents (22%) stop at one cup of coffee per day. In fact, 23% of Philadelphians drink four or more cups daily!
  •     Make mine black: 27% of respondents nationally take their coffee black, while only 19% of Philadelphians enjoy the brew in its purest form.
  •     Half and half is the most popular coffee lightener: 21% of respondents prefer half and half over flavored creamer (11%), whole milk (10%), and cream.
  •     Most popular place to drink coffee? An overwhelming 78% drink coffee at home, followed by the office at 13%.
  •     Philadelphians are sweet: Almost 7 in 10 (69%) men and women (68%) go for the sweet stuff.

Green Mountain Coffee is part of the Specialty Coffee Business Unit of Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR), and is a leader in Fair Trade coffee.

About The Survey
The national and regional survey was developed by Green Mountain Coffee and conducted by Toluna in Wilton, CT. Toluna surveyed by email 250 adults. Interviews were weighted by variables including age, sex and geographic region to ensure reliable and accurate representation of the total adult population. Interviews were conducted on Sept. 30 – Oct. 8, 2010.

About Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR)
As a leader in the specialty coffee industry, Green Mountain Coffee Roasters, Inc. is recognized for its award-winning coffees, innovative brewing technology, and socially responsible business practices. GMCR’s operations are managed through two business units. The Specialty Coffee business unit produces coffee, tea and hot cocoa from its family of brands, including Tully’s Coffee®, Green Mountain Coffee®, Newman’s Own® Organics coffee, Timothy’s World Coffee® and Diedrich®, Coffee People® and Gloria Jeans®, a trademark licensed to the Company for use in North America and owned by Gloria Jeans Coffees International Pty. Ltd. The Keurig business unit is a pioneer and leading manufacturer of gourmet single-cup brewing systems. K-Cup® portion packs for Keurig® Single-Cup Brewers are produced by a variety of roasters, including Green Mountain Coffee, Tully’s, Timothy’s and Diedrich. GMCR supports local and global communities by offsetting 100% of its direct greenhouse gas emissions, investing in Fair Trade Certified™ coffee, and donating at least five percent of its pre-tax profits to social and environmental projects. Visit http://www.gmcr.com for more information.

GMCR routinely posts information that may be of importance to investors in the Investor Services section of its web site, including news releases and its complete financial statements, as filed with the SEC. The Company encourages investors to consult this section of its web site regularly for important information and news. Additionally, by subscribing to the Company’s email alerts, individuals can receive news directly from GMCR as it is released.

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Margaret Jackson
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