Press Releases

GMCR Canada Continues to Revolutionize the Coffee Industry

New Keurig brewing systems and beverages coming soon to Canada Van Houtte Café-bistros to go 100% fair trade


Thursday, September 26, 2013 8:08 am EDT

Public Company Information:

"Coffee consumption is changing rapidly. GMCR is at the heart of this transformation and our innovative approach is what enables us to maintain our competitive edge. We're committed to the ongoing development of our systems and enhancing our brand portfolio of coffees and beverages to offer consumers a wider choice"

Today, at the Board of Trade of Metropolitan Montreal, Sylvain Toutant, president of GMCR Canada Holding Inc. (GMCR Canada), a subsidiary of Green Mountain Coffee Roasters, Inc. (GMCR), outlined upcoming product innovations the company is bringing to Canada, and also previewed new developments in the Company's sustainability strategy for the region.

Mr. Toutant noted: "Coffee consumption is changing rapidly. GMCR is at the heart of this transformation and our innovative approach is what enables us to maintain our competitive edge. We're committed to the ongoing development of our systems and enhancing our brand portfolio of coffees and beverages to offer consumers a wider choice," he said.

A North American leader in specialty coffee and coffeemakers with its innovative Keurig® brewing technology, GMCR has redefined the way coffee is made and enjoyed both at home and at workplaces. In Canada today, Keurig® Single Cup Brewers with licensed partners are the top-ranked coffee maker brand in Canada based on dollar sales1 and the Keurig® system represents 23% of dollar sales for the entire coffee category2. With the ease, convenience, and variety offered in the Keurig® system, the Company continues to revolutionize the way people drink coffee - at the touch of a button.

Expanding Product Offerings

In his speech, Mr. Toutant outlined that key to the company's success to-date has been its beverage diversification and partnership strategy.

"GMCR continues to seek avenues to further expand consumer choice within the Keurig® system. For example, the Company has secured partnerships with some of the world's most beloved coffee and tea brands like Lipton and Snapple and is working exclusively with leading retailers like Costco, METRO and Sobeys to produce their house brands in K-Cup® packs," Mr. Toutant continued.

In addition to expanding beverage choice for consumers, GMCR plans to introduce new brewer innovation to the region. Under a partnership with Italian company Lavazza, GMCR Canada is preparing for the Canadian launch of the Keurig Rivo®, a brewing system that combines the legendary simplicity of Keurig® single cup technology with the authenticity of Italy's favorite espresso, Lavazza® and the ability to steam and froth fresh milk right from consumers' refrigerators to create a café quality cappuccino or latte simply and consistently at home. This product introduction, planned for spring 2014, marks GMCR's entrance into the espresso, cappuccino and latte brewer category in Canada.

GMCR Canada will also introduce the Keurig® BOLT™ system to away-from-home customers in November 2013, bringing the innovation, speed, convenience and quality that Keurig® single cup brewing systems are known for to higher volume carafe brewing.

Acting responsibly

In addition to being one of the leaders in the specialty coffee sector, GMCR Canada is also recognized as a leader in sustainability. Today, the Company announces its formal commitment to only brew and serve 100% Fair Trade certified coffee in its 62 Van Houtte Café-bistros across Quebec by mid-October.

"We have always endeavored to support the coffee growers that produce the coffee our consumers love and expect. As the first Canadian banner brand and Company to make the shift to 100% Fair Trade in our Van Houtte Cafés-bistros, we're demonstrating more than our good corporate citizenship, we are demonstrating our corporate philosophy," concluded Mr. Toutant.

1 Accordingly to NPD Group for the period April through June 2013

2 According to Nielsen Market Track, all channels, 52 weeks ending August 13th, 2013

About GMCR Canada Holding inc.

GMCR Canada Holding Inc. (GMCR Canada) is the Canadian business unit of Green Mountain Coffee Roasters, Inc. The company's Canadian principle office and management team are located in Montreal, with roasting plants in Montréal and Toronto.

The company offers a wide range of premium coffees in a variety of formats. GMCR Canada also offers Keurig® Single Cup Brewers and many beverages for use in the brewer. Consumers can enjoy GMCR Canada products whether they are at home, at work, in a café-bistro and in other selling points. GMCR Canada markets flagship brands such as Keurig®, Van Houtte®, Timothy's World Coffee®, Barista Prima Coffeehouse®, as well as Green Mountain Coffee®, Tully's® and Café Escapes® to highlight a few.

In addition to being one of the leaders of the Canadian coffee marketplace, GMCR Canada is also a leader in sustainable development thanks to its programs supporting coffee communities and local communities, and its initiatives to reduce its environmental footprint.

About Green Mountain Coffee Roasters, Inc.

As a leader in specialty coffee and coffee makers, Green Mountain Coffee Roasters, Inc. (GMCR) (NASDAQ: GMCR), is recognized for its award-winning coffees, innovative Keurig® brewing technology and socially responsible business practices. GMCR supports local and global communities by investing in sustainably-grown coffee and donating a portion of its pre-tax profits to social and environmental projects. For more information, please visit, or

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

GMCR Forward looking statements

Certain information contained in this filing, including statements concerning expected performance such as those relating to net sales, earnings, cost savings, acquisitions and brand marketing support, are "forward-looking statements". Generally, these statements may be identified by the use of words such as "may," "will," "would," "expect," "should," "anticipate," "estimate," "believe," "forecast," "intend," "plan" and similar expressions intended to identify forward-looking statements. These statements may relate to: the expected impact of raw material costs and our pricing actions on our results of operations and gross margins, expected trends in net sales and earnings performance and other financial measures, the expected productivity and working capital improvements, the ability to maximize or successfully assert our intellectual property rights, the success of introducing and producing new product offerings, ability to attract and retain senior management, the impact of foreign exchange fluctuations, the adequacy of internally generated funds and existing sources of liquidity, such as the availability of bank financing, the expected results of operations of businesses acquired by us, our ability to issue debt or additional equity securities, our expectations regarding purchasing shares of our common stock under the existing authorizations, and the impact of the inquiry initiated by the SEC and any related litigation or additional governmental inquiry or enforcement proceedings.

These and other forward-looking statements are based on management's current views and assumptions and involve risks and uncertainties that could significantly affect expected results. Results may be materially affected by external factors such as damage to our reputation or brand name, business interruptions due to natural disasters or similar unexpected events, actions of competitors, customer relationships and financial condition, the ability to achieve expected cost savings and margin improvements, the successful acquisition and integration of new businesses, fluctuations in the cost and availability of raw and packaging materials, changes in regulatory requirements, and global economic conditions generally which would include the availability of financing, interest, inflation rates and investment return on retirement plan assets, as well as foreign currency fluctuations, risks associated with our information technology systems, the threat of data breaches or cyber-attacks, and other risks described in our filings with the Securities and Exchange Commission.

Actual results could differ materially from those projected in the forward-looking statements. We undertake no obligation to update or revise publicly, any forward-looking statements, whether as a result of new information, future events or otherwise, except as may be required by law.


Cynthia Shanks
Senior manager, corporate communications and workplace excellence
Holding GMCR Canada Inc.
514.789.4535 | 1.877.593.7722 # 7894535
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