Green Mountain Coffee Roasters

Green Mountain Coffee has made social media a key element in its web endeavors, and on Oct. 7, its director of consumer direct, Ken Crites, explained the Waterbury, Vt.-based company’s approach during the Hudson Valley Direct Marketing Association’s fall luncheon in Greenwich, Conn.

This year alone, Green Mountain’s stock has jumped by more than 120 percent. The company has maximized its selling opportunities by supplying McDonald’s with its “premium” coffee. More recently, in April Green Mountain struck a deal to sell its Keurig coffeemakers and the little containers of coffee designed for them in more than 3,000 Wal-Mart stores. Along the way, Green Mountain embarked on a growing list of sustainability projects. During a session at last week's Internet Retailer Conference & Exhibition in Boston, Green Mountain’s vice president of environmental affairs, Paul Comey, shared several ways Green Mountain not only practices sustainability in a profitable way, but also how it publicizes its green practices to consumers.