Survey Shows D.C. Residents Would Rather Challenge Obama to Basketball Than Give Up Their Daily Cup of Coffee

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Green Mountain Coffee Survey Gauges D.C. Residents’ 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: Washington, D.C. is a coffee-crazed town. In fact, according to Green Mountain Coffee’s Fair Trade-Out Survey, over 1 in 3 D.C. residents confess that they believe they need coffee every day, and on average drink more than 2.4 cups of coffee per day. Almost half of those living in The Beltway (45%) drink four or more cups per day.

But even with all the coffee drinking in D.C., it seems very few 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 D.C. 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 D.C. Residents Trade Out for Their Coffee?
When faced with the choice of losing their daily cup of coffee, D.C.-area coffee drinkers would trade out most anything to keep it, including their car (23%), mobile phone (47%), and their pet (33%).

What else would D.C. residents trade out to keep their coffee?

  •     About the same percentage of D.C. residents would challenge President Obama to a game of basketball (30%) as would take a dip in the reflecting pool (26%).
  •     Just as many D.C. residents (1 in 3) would opt to wear a Cowboys’ jersey at FedEx Field as would always stand on the left of the metro station escalator.
  •     And when it comes to hanging out with the Real Housewives of D.C., 1 in 2 said “no way” and hardly anyone was as brave as Housewife Michaele Salahi, as 3 in 4 would not crash a White House party.

Coffee-crazed D.C. men versus women:

  •     Glued to the tube: 1 in 2 men and women (52%) are not willing to give up television for coffee.
  •     Men & women - equally indulgent: Men drink nearly 2.5 cups per day; women drink 2.4 cups per day. When it comes to heavy coffee drinkers, half of men (46%) and women (45%) surveyed drink 3 or more cups per day.
  •     Make it strong: Men are more likely than women to take their coffee black (31% vs. 25%).
  •     The gift of gab: The one thing women (54%) are less likely to do is give up their mobile phone than men (46%).

FREE Green Mountain Coffee for D.C. Residents During Fair Trade Month in October
The Fair Trade-Out Survey is part of a campaign to encourage D.C. 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, 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 October 25th and 26th. 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, only 1 in 8 D.C. residents (12%) regularly buys Fair Trade Certified products – that’s less than half the number of those that regularly buy local products (38%). The survey suggests that this may be due to lack of education on what Fair Trade means:

  •     1 in 4 respondents stated that they did not fully understand what Fair Trade means, and 1 in 3 (32%) admitted they had no idea. Even when given options, only half could identify the definition of Fair Trade.
  •     However, after reading an explanation of the meaning of Fair Trade, nearly 3 in 4 D.C. residents were likely to purchase Fair Trade Certified products in the future.
  •     When it comes to paying a premium for Fair Trade products, 62% of those surveyed agreed that they would be willing to pay 5% to 10% more.

Washington, D.C.’s Coffee Culture

  •     There’s no such thing as an occasional coffee drinker: 67% of D.C. residents drink coffee everyday. Only 1 in 8 (12%) drinks coffee less than 5 days per week.
  •     And when D.C. residents indulge, they really indulge: Only 1 in 4 (25%) stop at one cup of coffee per day. In fact, almost half (45%) drink four or more cups daily!
  •     Sweeten it up: 3 in 4 (75%) can’t handle it black. They lighten, sweeten or add both to their brew.
  •     Half and half is the most popular coffee lightener 21% of DC respondents prefer half and half over flavored creamer (13%), and whole milk and cream (both 13%)
  •     Most popular place to drink coffee? An overwhelming 69% “most often” drink coffee at home, followed by the office at 19%.

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 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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