Survey Shows Baltimore Residents Would Take a Ray Lewis Hit or Swim Across the Inner Harbor Before Giving Up Their Daily Coffee

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Green Mountain Coffee Survey Gauges Baltimoreans' 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: Baltimore is a coffee-crazed town. In fact, according to Green Mountain Coffee's Fair Trade-Out Survey, 1 in 4 Baltimore residents confess that they believe they need coffee every day (27%), and on average drink 2.6 cups of coffee per day. Almost 1 in 5 (17%) drinks four or more cups daily. And Baltimoreans are almost twice as likely (21%) to drink coffee in "the office" as the national average (11%).

But even with all the coffee drinking in Baltimore, 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 have an impact on communities around the world. Conducted in celebration of Fair Trade Month in October, The Fair Trade-Out Survey explores Baltimore-area residents' 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, guaranteed price to coffee farmers for their beans, resulting in higher quality coffee, and a higher quality of life in coffee-farming communities.

What Would Baltimore Residents Trade Out for Their Coffee?
When faced with the choice of losing their daily cup of coffee, Baltimore-area coffee drinkers would trade out just about anything to keep it, including their mobile phone (43%), their pet (32%), and their home internet (20%).

What else would they consider trading out to keep their coffee?

  •     About the same percentage of Baltimore-area residents would consider being tackled by Ray Lewis (44%) as would commute using only light rail (43%).
  •     Baltimore residents would trade out two of the city's most famous icons; they would stop going to the Preakness (92%) and give up eating soft shell crabs (76%).
  •     More Baltimoreans would take Old Bay out of the spice cabinet for a year (38%) than would sit through every Orioles game for a summer (31%).
  •     What won't area residents do? Almost 70% indicate that they are not likely to root for the Steelers at a Ravens game to keep their coffee.

"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, Specialty Coffee Business Unit of Green Mountain Coffee Roasters, Inc. "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 on October 22nd. Coffee lovers can also get a free sample of Green Mountain Coffee while samples last by visiting 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, only 1 in 8 Baltimore residents (13%) regularly buys Fair Trade Certified products - that's just one-third of those who regularly buy local products (38%). The survey suggests that this may be due to lack of education on what Fair Trade means:

  •     2 in 3 Baltimore residents (68%) stated that they did not fully understand what Fair Trade means, and 1 in 3 (33%) admitted they had no idea. Even when given options, less than half (45%) could identify the definition of Fair Trade.
  •     However, after reading an explanation of the meaning of Fair Trade, 3 in 4 surveyed (74%) were likely to purchase Fair Trade Certified products in the future.
  •     When it comes to paying a premium for Fair Trade products, 27% of those surveyed agreed that they would be willing to pay 5% to 10% more.

Baltimore's Coffee Culture
When it comes to a "regular" coffee, Baltimore coffee drinkers have a different view than the rest of the country. In Baltimore, 1 in 3 surveyed indicated that a "regular" contains cream and one or two sugars (30%), where nationally 57% feel a "regular" is served black.

  •     Daily Ritual: 66% of Baltimore-area respondents drink coffee every day. Only 1 in 10 (9%) drinks coffee less than 4 days per week.
  •     And when Baltimore coffee drinkers indulge, they really indulge: Only 1 in 5 respondents (22%) stop at one cup of coffee per day. In fact, 1 in 5 (17%) drinks four or more cups daily!
  •     Make mine black: 27% of respondents nationally take their coffee black, while only 19% of Baltimore residents enjoy the brew in its purest form. Men are more likely to take their coffee black than women (26% vs. 12%).
  •     Half and half is the most popular coffee lightener: 1 in 5 (21%) surveyed prefer half & half over flavored creamer (14%), and whole milk and cream (both 8%).
  •     Most popular place to drink coffee? An overwhelming 70% drink coffee at home, followed by the office at 21%.
  •     On average, men drink more coffee than women. Baltimore-based men drink 2.6 cups per day; women drink 2.2 cups per day. When it comes to heavy coffee drinkers, women are half as likely (6%) to drink 5 or more cups per day, compared to 12% of men who fill up 5 or more times throughout the day.
  •     Baltimore is sweet: More than half of Baltimore area respondents (69%) use sugar or sweetener.

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 surveys were 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, gender, and geography to ensure reliable and accurate representation of the total adult population. Interviews were conducted between 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 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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