Green Mountain Coffee’s "Be Fair” Campaign Celebrates Fair Trade Month in October

This October, Green Mountain Coffee^®, part of the Specialty Coffee Business Unit of Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR), celebrates Fair Trade Month with its "Be Fair” campaign. This series of events and activities is designed to raise awareness of the benefits of Fair Trade and the importance of choosing Fair Trade Certified™ products.

Fair Trade is a business model that encourages economic independence for small-scale farmers by providing a fair price for their products. In 2000, Green Mountain Coffee was one of the first coffee roasters in the U.S. to offer Fair Trade Certified™ coffees. Today, it offers one of the largest selections of double-certified, Fair Trade organic coffees in the country.

As part of the campaign, Green Mountain Coffee will host "Eat, Drink & Be Fair” (www.eatdrinkandbefair.com), a cook-off among four Boston chefs who will be challenged to create dishes using Fair Trade Certified™ ingredients. "Eat, Drink & Be Fair” will take place on Wednesday, October 21, from 6:30-9:30 p.m. at the Artists for Humanity Epicenter, Boston’s first LEED-certified building. The event will support TransFair USA and the Boston Faith & Justice Network in their efforts to make Boston a Fair Trade Town in 2010.

"We want to show that Fair Trade Certified™ products – including coffee – are high-quality, delicious, and easily available,” said Sandy Yusen, Director of Public Relations for GMCR’s Specialty Coffee Business Unit. "We thought a friendly cooking competition would demonstrate how easy it is to make a positive difference through the things you buy.”

In addition to the cook-off, Green Mountain Coffee is encouraging individuals to "Be Fair,” by making a pledge to choose Fair Trade Certified™ products whenever possible. Green Mountain Coffee is hoping 5,000 people in Massachusetts, and others across the country, will take the pledge at www.eatdrinkandbefair.com/pledge.

Green Mountain Coffee is also launching a month-long Fair Trade quiz, with a different question about Fair Trade posted each day at www.eatdrinkandbefair.com/quiz. Respondents will have the chance to receive free samples of Fair Trade coffee and enter a raffle for a year’s supply of Fair Trade coffee.

"Eat, Drink & Be Fair” is by invitation only. Members of the media are welcome. Please contact Ann Marie LaDuca at ALaduca@cerconebrown.com for more information, including directions and parking.

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^® and Newman’s Own^® Organics coffee. 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 licensed roasters, including Green Mountain Coffee and Tully’s Coffee. 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 www.GreenMountainCoffee.com and www.Keurig.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 automatic email news release delivery, individuals can receive news directly from GMCR as it is released.

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