WATERBURY, Vt. – This October, GRAMMY winner Kelly Clarkson will team up with Green Mountain Coffee to celebrate Fair Trade Month through “Great Coffee, Good Vibes, Choose Fair Trade,” an integrated awareness campaign designed to educate and inspire people to purchase Fair Trade Certified products.
As part of the campaign, Clarkson visited a coffee farm in Peru — one of the countries where Green Mountain Coffee Roasters Inc. (GMCR) purchases Fair Trade Certified coffee — to experience firsthand the positive impact Fair Trade can have on coffee-farming communities.
Clarkson will share her experience with fans through the “Great Coffee, Good Vibes, Choose Fair Trade” campaign by way of ChooseFairTrade.com, Facebook, retail activations, digital advertising and more. The campaign will also include an exclusive, live Clarkson concert webcast on Facebook on October 10, 2013 at 8:30 p.m., EST.
Fans will be offered the chance to win a trip to New York to attend Clarkson’s concert live, through Facebook.com/GreenMountainCoffee.
While in Peru, Clarkson met with farmers who help produce Fair Trade Certified™ Green Mountain Coffee varieties, toured a farm and performed an intimate concert for farmers and their families. By visiting ChooseFairTrade.com, people can get an exclusive look at Clarkson’s trip to Peru with the Green Mountain Coffee® team, including personal video and photos from her time in the coffee-farming community.
“Visiting the coffee farms and meeting farmers and their families was an incredible, eye-opening experience,” said Clarkson, musician and spokesperson for Green Mountain Coffee® brand. “Thanks to Fair Trade, coffee farmers have the chance to improve life in their communities, access health care and improve their children’s educational opportunities.
I personally witnessed the effect buying Fair Trade coffee has in these communities, and I’m honored to use my voice to help spread the word!”
On October 10, 2013, Clarkson will raise the volume on Fair Trade through a special “Great Coffee, Good Vibes, Choose Fair Trade” concert in New York, and fans will have the chance to win a trip to attend the live performance.
Clarkson will be sharing her experience in Peru to educate fans about the importance of Fair Trade, and performing some of her most popular songs, including a song chosen by fans on the Green Mountain Coffee Facebook page.
The concert will be streamed live at 8:30 p.m. on the Green Mountain Coffee Facebook page, and fans are invited to RSVP for the event at Facebook.com/GreenMountainCoffee. Beginning today, fans are also encouraged to visit the Green Mountain Coffee Facebook page to enter for a chance to win tickets to the October 10 concert.
“Green Mountain Coffee is thrilled to launch ‘Great Coffee, Good Vibes, Choose Fair Trade’ with Kelly. Through the universal language of music, the campaign will help people experience Fair Trade Certified™ coffee, feel good about helping others and purchase Fair Trade products,” said Susan Cote, Senior Director, Specialty Coffee Category for GMCR.
“Kelly got her chance at a career in music, and like us, she strongly believes coffee farmers deserve the same opportunity. She’s committed to sharing the importance of Fair Trade with her fans.”
The Green Mountain Coffee Fair Trade Heritage
The Green Mountain Coffee brand offers one of the largest selections of Fair Trade Certified coffees in the country. Green Mountain Coffee Roasters, Inc. was recently acknowledged as the largest purchaser of Fair Trade Certified coffee in the world for 2012 by Fair Trade USA for the third consecutive year.
Fair Trade Certified Green Mountain Coffee products are available through specialty and mass retailers, grocery, club and convenience stores, offices and online.
For more information about Fair Trade Certified Three Continent Blend and other Green Mountain Coffee varieties, or to learn more about Clarkson’s visit to Peru, visit www.ChooseFairTrade.com.
About Kelly Clarkson
Since bursting onto the music scene 10 years ago, Kelly Clarkson has released five studio albums (Thankful, Breakaway, My December, All I Ever Wanted, Stronger), one Greatest Hits album, sold over 20 million albums worldwide, 10 million albums in the U.S. and has had 10 singles in the top 10 on the Billboard Hot 100 Singles Chart.
She is the recipient of three GRAMMY Awards, four American Music Awards, three MTV Video Music Awards, two Academy of Country Music Awards, one Country Music Association Award and 12 Billboard Music Awards.