Green Mountain Coffee

Topics: Coffee, Starbucks, Strategic management Pages: 4 (1338 words) Published: January 18, 2013
Green Mountain Coffee Roasters (GMCR) started as a small café in Waitsfield, Vermont in the year of 1981. It was in 1993 that the company went public and acquired the early phase of Keurig Incorporated Inc, and then completed the acquisition in 2006. (Unknown.( 2004). Gmcr.Retrieved from Once these two companies combined it made the way we drink beverages different than ever before in both the home and office. According to GMCR’s website “Today, GMCR is recognized as a leader in specialty coffee and coffee makers, and acknowledged for its award-winning coffees, innovative brewing technology, and environmentally and socially responsible business practices.” ((Unknown.( 2004). Gmcr.Retrieved from

GMCR has three business units that they operate with today. The first being specialty coffee which includes Green Mountain Coffee, Tully’s Coffee, Diedrich Coffee, and Coffee People. The 2nd unit is the Keurig business unit, which created the signal cup brewing system. The 3rd and final is the GMCR Canada. The GMCR Canada is owns all sales for the company and includes the Van Houtte business as well as Timothy’s World Coffee brand. ((Unknown.( 2004). Gmcr.Retrieved from

The current CEO is Brian Kelley who joined GMCR in 2012. Before GMCR Brian Kelley was Coca-Cola’s Chief Product Supply Officer , and president and CEO of SIRVA, Inc. ((Unknown.( 2004). Gmcr.Retrieved from as well as other companies such as Ford Motor Company, GE, and Proctor and Gamble.

In 2011 net sales were 2,650.9 million which was up 95% over fiscal 2010. ( The acquisition of Van Houtte which took place in December, 2010 in addition to the partnership with Starbucks and Dunkin Donuts with the K-cups option of their coffee has helped add over 321.4...
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