How Green Mountain Coffee Roasters Gets Greener Profitably

Not long ago, consumers easily could equate the coffee from Green Mountain Coffee Roasters to that sold at most gas stations and other “rust coffee”-like locales. Although plenty of gas stations still sell Green Mountain coffee, from an image standpoint those days are long gone. The manufacturer, distributor, cataloger and online marketer has taken extensive steps over the past few years to upgrade not only its coffee, but also its image.