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To mark Fair Trade Month in October, ShopRite and specialty coffee provider Green Mountain Coffee Roasters Inc. (GMCR) have joined forces to raise consumer awareness of Fair Trade and enable shoppers to make informed and ethical purchasing choices.
The “Great Coffee, Good Vibes, Choose Fair Trade” campaign features an exclusive digital coupon, online video content and banner advertisements, and additionally offered a sweepstakes giving one ShopRite customer the opportunity to attend an exclusive, private Kelly Clarkson concert in New York on Oct. 10.
Clarkson, a GMCR ambassador, recently visited a coffee farm in Peru, one of the countries where the company purchases Fair Trade Certified coffee, to see firsthand the impact Fair Trade has on coffee-farming communities. She shared her impressions of the trip with attendees of the concert, which was streamed live on the GMCR Facebook page.
“Our partnership with ShopRite is about extending the Fair Trade message to thousands of shoppers and helping people understand that Fair Trade can help improve farmers’ lives, while providing an excellent cup of coffee for consumers,” said Tom Ferguson, SVP of sales at Waterbury, Vt.-based GMCR.
Meanwhile, ShopRite’s website is providing information on Fair Trade and a link to a personal video from Clarkson’s time in Peru to help inspire people to buy Fair Trade Certified products.
ShopRite is the registered trademark of Keasbey, N.J.-based retailer-owned cooperative Wakefern Food Corp. With more than 250 ShopRite supermarkets in New Jersey, New York, Pennsylvania, Connecticut, Delaware and Maryland, the banner serves more than 6 million customers each week.