Coffee Crazed USA - Americans will cross mountains to get their coffee

Chart: Why Do Americans Drink Coffee ?Waterbury, VT, October 21, 2010 (Washington Bangla Radio / PRWEB) A survey conducted on behalf of Green Mountain Coffee® shows what many of us would already suspect: America is a coffee-crazed country. In fact, according to Green Mountain Coffee’s Fair Trade-Out Survey, nearly 1 in 10 Americans would “absolutely” walk from the North Rim to the South Rim of the Grand Canyon, bike 100 miles or hike Mr. Rainier (9% for each) to make sure they got their daily cup. And one in six Americans would cry on Oprah’s couch on live TV (16%) or make an appearance on Jersey Shore (15%).

Furthermore, the survey indicates that 1 in 3 Americans confess that they believe they need coffee every day, and on average drink 2.6 cups of coffee per day. Approximately 1 in 4 (26%) drinks four or more cups daily.

But even with all the coffee drinking in America, it seems very few people know much about the coffee in their cup, including how to make it, where it comes from, and perhaps most importantly, how their choice of coffee can have an impact on communities around the world. Conducted in celebration of Fair Trade Month in October, The Fair Trade-Out Survey explores America’s relationship with coffee and aims to educate coffee drinkers on the benefits of trading out their coffee for Fair Trade Certified™ varieties. Fair Trade provides a fair, minimum price to coffee farmers for their beans, resulting in higher quality coffee, and a higher quality of life in coffee-farming communities.

What Would Americans Trade Out for Their Coffee?

When faced with the choice of losing their daily cup of coffee, American coffee drinkers would trade out most anything to keep it, including their car (29%), mobile phone (53%) and their pet (36%). What else would Americans trade out to keep their coffee?

    *     Negative publicity doesn’t scare off these coffee drinkers: About one in six Americans would cry on Oprah’s couch on live TV (16%) or make an appearance on Jersey Shore (15%).
    *     More than a quarter of Americans (29%) would “absolutely” pass up end zone tickets to the Super Bowl.
    *     Who needs vacation? Approximately 1 in 4 Americans (26%) would be apt to give up all their vacation days for a year rather than forgo their cup of coffee.
    *     Americans are willing to go green. 3 in 4 would consider not drinking bottled water (74%) or stop using their car for trips less than 1 mile from home (70%)

Free Coffee for Americans for Fair Trade Month in October

The Fair Trade-Out Survey is part of a campaign to encourage Americans to trade out their usual cup of coffee for Green Mountain Coffee’s Fair Trade Certified blends.

“The Fair Trade-Out Survey is a fun way to remind people that coffee is more than just a part of a daily routine,” said Sandy Yusen, Director of Public Relations, Specialty Coffee Business Unit of Green Mountain Coffee Roasters, Inc. “The choices we make about what’s in our cup have the power to improve the lives of coffee farmers and their families all over the world.”

Green Mountain Coffee is offering all coffee lovers the opportunity to get free samples of Green Mountain Coffee while supplies last by visiting, where they can RSVP for a live, guided online tasting taking place on October 26, 2010 at 4:00 p.m. ET.

The Fair Trade-Out Survey underscores the opportunity to promote better understanding of the benefits of Fair Trade. Currently, only 1 in 5 (19%) Americans regularly buy Fair Trade Certified products – that’s just one-half of those who regularly buy local products (38%). The survey suggests that this may be due to lack of education on what Fair Trade means:

    *     2 in 3 (66%) Americans stated that they did not fully understand what Fair Trade means, and 1 in 3 (30%) admitted they had no idea. Even when given options, less than half (43%) could identify the definition of Fair Trade.
    *     However, after reading an explanation of the meaning of Fair Trade, nearly 4 in 5 respondents were likely to purchase Fair Trade Certified products in the future.
    *     When it comes to paying a premium for Fair Trade products, 30% of those surveyed agreed that they would be willing to pay 5% to 10% more.

America’s Coffee Culture

    *     There’s no such thing as an occasional coffee drinker: 77% of respondents drink coffee every day. Only 1 in 10 (11%) drinks coffee less than 5 days per week.
    *     And when American’s indulge, they really indulge: Only 1 in 5 respondents (20%) stop at one cup of coffee per day. In fact, 1 in 4 (26%) drinks four or more cups daily!
    *     Make mine black: 27% of respondents nationally take their coffee black.
    *     Half and half is the most popular coffee lightener: 15% of respondents prefer half and half over flavored creamer (13%), and whole milk and cream (both 11%).
    *     Most popular place to drink coffee? An overwhelming 80% drink coffee at home, followed by the office at 11%.
    *     Americans are sweet: About 2 in 5 respondents go for the sweet stuff.

Green Mountain Coffee is part of the Specialty Coffee Business Unit of Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR), and is a leader in Fair Trade coffee.

The national survey was developed by Green Mountain Coffee and conducted by Toluna in Wilton, CT. Toluna surveyed by email 519 adults. Interviews were weighted by variables including age, gender and geography to ensure reliable and accurate representation of the total adult population. Interviews were conducted between Sept. 30 – Oct. 8, 2010.

As a leader in the specialty coffee industry, Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR) 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®, Newman’s Own® Organics coffee, Timothy’s World Coffee® and Diedrich®, Coffee People® and Gloria Jeans®, a trademark licensed to the Company for use in North America and owned by Gloria Jeans Coffees International Pty. Ltd. 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 roasters, including Green Mountain Coffee, Tully’s, Timothy’s and Diedrich. 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 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 email alerts, individuals can receive news directly from GMCR as it is released.