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The Waterbury-based company is teaming up with Grammy winner Kelly Clarkson to get the message out. As part of the campaign, Clarkson, the winner of the first season of "American Idol," visited a coffee farm in Peru -- one of the countries where Green Mountain Coffee Roasters purchases Fair Trade certified coffee -- to experience firsthand the impact Fair Trade can have on coffee-farming communities.
Clarkson will share her experience with fans through the "Great Coffee, Good Vibes, Choose Fair Trade" campaign through ChooseFairTrade.com, Facebook, retail activations and digital advertising. A video documenting Clarkson's travels can be seen above.
The campaign will also include an exclusive, live Clarkson concert webcast on Facebook on Oct. 10 at 8:30 p.m. Fans are being offered the chance to win a trip to New York to attend Clarkson's concert live, through Facebook.com/GreenMountainCoffee.
"Visiting the coffee farms and meeting farmers and their families was an incredible, eye-opening experience," said Clarkson, who is also a spokeswoman for the Green Mountain Coffee brand. "Thanks to Fair Trade, coffee farmers have the chance to improve life in their communities, access health care and improve their children's educational opportunities. I personally witnessed the effect buying Fair Trade coffee has in these communities, and I'm honored to use my voice to help spread the word."
The Green Mountain Coffee brand offers one of the largest selections of Fair Trade certified coffees in the country. Green Mountain Coffee Roasters Inc. was recently acknowledged as the largest purchaser of Fair Trade certified coffee in the world for 2012 by Fair Trade USA for the third consecutive year.
"Green Mountain Coffee is thrilled to launch 'Great Coffee, Good Vibes, Choose Fair Trade' with Kelly [Clarkson]. Through the universal language of music, the campaign will help people experience Fair Trade certified coffee, feel good about helping others and purchase Fair Trade products," said Susan Cote, senior director of the specialty coffee category for Green Mountain. "Kelly got her chance at a career in music and like us, she strongly believes coffee farmers deserve the same opportunity. She's committed to sharing the importance of Fair Trade with her fans."