Vermont’s Rutland Herald looks at the stellar success of local specialty coffee giant Green Mountain Coffee Roasters and their transformation from small town coffee shop to Wall Street darling.
My comments help to give a little perspective on how GMCR was able to capitalize on the best opportunities in the industry:
By infiltrating office, restaurant and foodservice markets early on, analysts say, the company hopped the leading crest of the specialty-coffee wave.
“Green Mountain recognized the trend early and began selling coffees of higher quality and with more socially responsible practices than had previously been seen in the much larger previously commoditized markets,” says Andrew Hetzel, a Hawaii-based industry consultant.
Read the full article from the Rutland Herald website.