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On the heels of Fair Trade Month, the Kroger Co. has partnered with Green Mountain Coffee Roasters, Inc. (GMCR) to launch the “Kroger Great Coffee, Good Vibes Giveaway,” which will award one loyal shopper the chance to see musician and Green Mountain Coffee fair trade ambassador Grace Potter or Michael Franti live at a U.S. concert venue of the winner’s choice.
Through Nov. 11, Kroger shoppers who purchase two boxes of Green Mountain Coffee K-Cup packs will receive a coupon for their next shopping trip and a special “Good Vibes” code to be redeemed on Facebook for prizes. Prizes include $10 Kroger gift cards, branded mugs and key chains, Grace Potter song downloads, and coupons. The live concert grand prize includes two concert tickets, round trip airfare for two to the concert’s location, and two nights’ hotel accommodations.
“We appreciate Kroger’s support of fair trade as well as its commitment to partner with GMCR to grow the single cup category by expanding its merchandising sets and taking on new GMCR K-Cup pack items,” said Don Barberio, VP, In Home Sales, GMCR’s Specialty Coffee business unit. “Kroger has helped us amplify the message to coffee fans that fair trade provides high quality coffee, and helps to ensure a higher quality of life for coffee farmers and their families.”
In October, Green Mountain Coffee announced its "Great Coffee, Good Vibes, Pass It On" campaign to spread the message about fair trade. Select households were sent a direct mailer with a coupon for $2 off any 12-count box of Green Mountain Coffee K-Cup packs. The mailer harnesses Kroger’s loyalty card data via dunnhumby, an insights provider.
Waterbury, Vt.-based GMCR supports local and global communities by offsetting 100 percent of its direct greenhouse gas emissions, investing in sustainably-grown coffee, and allocating a portion of its pre-tax profits to socially and environmentally responsible initiatives.