Great Coffee, Good Vibes, Pass It On: Green Mountain Coffee Rocks Fair Trade Month With Musicians Grace Potter And Michael Franti

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Live Facebook Concerts and Consumer Sweepstakes Raise the Volume on Fair Trade

Grace Potter for Green Mountain Coffee "Great Coffee, Good Vibes, Pass It On"

October is Fair Trade Month and for more than a decade, Green Mountain Coffee® has been a leader in the fair trade movement, providing a better cup of coffee to consumers and a better quality of life for coffee farmers. Still, only one in three consumers are aware of what fair trade is all about – that a simple purchasing decision can help improve the lives of people around the world. Green Mountain Coffee and acclaimed musicians Grace Potter and Michael Franti are celebrating Fair Trade Month in a big way with “Great Coffee, Good Vibes, Pass It On” – an awareness campaign that will celebrate the good vibes of fair trade through free concerts and an opportunity to win a trip to Costa Rica, one of many locations where Green Mountain Coffee Fair Trade Certified™ coffee is grown.

As part of the campaign, Green Mountain Coffee took Grace Potter to Colombia and Michael Franti to Sumatra to experience firsthand why fair trade means better coffee for you and a better life for farmers.

“During my trip to Colombia, I didn’t just meet the coffee farmers, I met their children and their families,” said Potter, musician and spokesperson for Green Mountain Coffee. “Fair trade has truly brought a better quality of life to farming communities, from access to education to community development, and meeting with these people really opened my eyes to the impact fair trade has had on their lives.”

Exclusive Fair Trade Performances
To celebrate Fair Trade Month, both Potter and Franti will give exclusive performances streamed live on the Green Mountain Coffee® Facebook page. Fans are invited to RSVP for the events at and experience the good vibes firsthand:

  •     Oct. 9 at 9 p.m. EST/6 p.m. PST — Grace Potter will perform live from famed music venue Joe’s Pub in New York City. Potter’s set will feature unique acoustic versions of songs from her new album, The Lion The Beast The Beat.
  •     Oct. 24 at 11 p.m. EST/8 p.m. PST — Michael Franti will rev up Los Angeles from the first-ever Great Coffee, Good Vibes Lounge, brought to you by Green Mountain Coffee. Fans will be able to visit 7111 Melrose Avenue on October 24 and enjoy a free cup of Green Mountain Coffee Fair Trade Certified™ coffee.

“The farmers I met in Sumatra deepened my passion for fair trade and the incredible impact it can have on their quality of life,” says Michael Franti, musician and spokesperson for Green Mountain Coffee. “I’m hoping to inspire people everywhere to think about the difference they can make just by choosing to purchase fair trade products.”

Straight To The Source
People can view photos and videos from Potter and Franti’s trips to Colombia and Sumatra, including exclusive music performances, by logging on to Facebook. After watching these videos, people will have the chance to receive samples or coupons and enter for a chance to win a trip for two to Costa Rica. The six-night trip will include round trip airfare, a whitewater rafting tour, a canopy tour, a Mangrove boat tour, and additional opportunities to experience one of the countries where Green Mountain Coffee® Fair Trade Certified™ coffee is sourced.

“‘Great Coffee, Good Vibes, Pass It On’ is about using the power of music to share the message of fair trade,” said T.J. Whalen, Vice President of Marketing and Sales, Specialty Coffee business unit of Green Mountain Coffee Roasters, Inc. (GMCR). “It’s a simple choice that makes a big difference in coffee communities around the world, and we want to inspire people to experience the quality of fair trade coffee, feel good about helping others and pass it on.”

Video footage of Grace Potter's performance, press release and photos are available to the media to view, download and share at:

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Elana Gichon
Magic Bullet Media
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