Green Mountain Coffee Roasters

An excerpt from The Gort Cloud: The Invisible Force Powering Today's Most Visible Green Brands by Richard Seireeni with Scott Fields explores Green Mountain's success in marketing its product through championing causes such as fair-trade, shade-grown coffees that benefit both the people producing the coffee as well as the migratory birds finding shelter in the coffee fields.

Interestingly, Seireeni reports that most of the initiatives used in the company's marketing come from within. Employees are encouraged "to make a positive difference."

“Bob Stiller believes that when an individual is allowed to follow his own passion, it will work better,” Whalen continues, hence the extensive continuous learning and development seminars offered by the company. “At Green Mountain Coffee, it’s about what you’re passionate about. And when that’s sincerely carried out, it leads to great business results . . .”

Triple Pundit Post