![]() ![]() In 1994 it joined the national BuyRecycled! Alliance. Green Mountain continued to tout its environmental consciousness. Wholesale continued to account for most of Green Mountain's business, although its retail chain then operated in Vermont, New Hampshire, Maine, Connecticut, and upstate New York. Jordan's Food Corporation, based in Maine, reported that it had been fielding customer requests for the brand. It was selling 80 varieties of coffee, roasting 25 different types of arabica beans.Ī link-up with a large New England food service distributor helped solidify Green Mountain's position among restaurants and institutions. Green Mountain opened its ninth store, in Waterbury, Vermont, in December. was formed and an initial public offering was completed in September. The holding company Green Mountain Coffee, Inc. Serving 2,400 wholesale accounts, Green Mountain had sales of about $10 million in 1993. Sales were $11 million, producing profits of $200,000. In the fiscal year 1991, Green Mountain boasted seven retail outlets, plus a thousand wholesale clients. The company began a database management program to keep beans moving in clients' stores. He invested in a $30,000 computerized roaster at the company's store in Winooski, Vermont. Stiller focused on streamlining operations and applying contemporary principles of quality manufacturing. It divvied ten percent of net profits between Conservation International and The Rainforest Alliance. In 1990 Green Mountain introduced Rain Forest Nut flavored coffee to sponsor the cause of rain forest preservation. It began selling these Green Mountain Earth Friendly Filters to the public soon after. The company cut its refuse in half through a recycling program and switched to oxygen-whitened filters, deemed less hazardous than standard bleached filters. ![]() In 1989 Green Mountain Coffee Roasters formed an environmental committee to steer it on conservation issues. Green Mountain similarly segued an opportunity to sell cups of fresh coffee at a supermarket chain into shelf placement. Stiller took this to the next level, placing Green Mountain coffee in Mobil Corporation's 1,000 stores nationwide. Attention to details not only kept the sales flowing, it increased traffic to the gas station. Stiller convinced a doubtful convenience store owner to let him sell coffee there, competing with Dunkin' Donuts across the street. Promotions continued with high-end products like Muesli cereal. ![]() Advertising in gourmet magazines helped build a mail order business. Eventually, however, his company's coffee would be served at some of the Northeast's finest restaurants.įree samples, distributed through such charitable organizations as the Kiwanis club, helped spark demand. ![]() Although he turned a profit on retail sales, Stiller had a hard time convincing restaurants to pay premium prices. Green Mountain floundered for four years, competing at the highest end of the market: prized arabica beans (versus the lower quality robusta variety). Still, Stiller discovered that competition was keener in coffee than in cigarette papers. The specialty coffee industry had been growing at a seven to ten percent clip a year since the late 1960s. The couple went to Florida to start another coffee business. Stiller bought out the owners, prospective snowbirds, for $200,000. At the time, Green Mountain was a small specialty store, begun in 1981, that sold to the public and a few restaurants. Then, one day while lounging at a Vermont ski resort, Stiller found a cup of coffee so good that he bought the company. As the high flying days of the 1970s came to a close, Stiller and his partner Burton Rubin sold the company to English tobacconeer Rizla for $6.2 million. E-Z Wider offered smokers wider papers, so they did not have to lick and splice two papers together to make bigger joints. In 1971 company founder Robert Stiller had helped launch E-Z Wider, a maker of rolling papers. The prehistory of Green Mountain Coffee, Inc. It also has invested in an online store, while closing or selling its retail stores in 1998. Based in Vermont, the company has aimed to expand internationally, to England, Turkey, Canada, the Caribbean, and the Pacific Rim. Green Mountain Coffee Roasters, Inc.'s 5,000 wholesale customers-grocery stores, conveniences stores, restaurants, and places of work&mdashe located mostly in the Northeast, but sales territories extend to Arizona and Florida. is the holding company for a rapidly growing roaster of specialty coffee. ![]()
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