Green Mountain Coffee Takes Headfirst Approach to Social Media

The metamorphosis of Green Mountain Coffee Roasters from a low-end coffee brand found at many gas stations to a high-profile, gourmet coffee roaster and multifaceted corporation that’s cashed in on the Keurig single-cup coffee brewing machine, has been no secret in recent years. In addition to the coffee maker’s extensive retail distribution in some 17,000 department and specialty stores around the country, Green Mountain has built its brand through a 7.5 million annual catalog circulation (this year) and on the web.